Exploring Factors Linking Value Co-Creation and Loyalty among Cooperative Members: A Qualitative Study

Jati Kasuma*, Rosmimah Mohd Roslin, YusmanYacob and Abang Fhaeizdhya
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Jati Kasuma*: Senior Lecturer, Faculty of Business Management, Universiti Teknologi MARA, Malaysia
Rosmimah Mohd Roslin: Professor, Faculty of Business Management, Universiti Teknologi MARA, Malaysia
YusmanYacob: Postgraduate, Faculty of Business Management,Universiti Teknologi MARA, Malaysia
Abang Fhaeizdhya: Lecturer, Academy of Language Studies, Universiti Teknologi MARA, Malaysia

The Journal of Social Sciences Research, 2018, 231-234 Special Issue: 4

Abstract: Co-creation is described as the involvement of consumers as active members in the sellers’ firms for the creation of value benefitting both parties. Connecting value co-creation with cooperative members in Malaysia however is new in the literature as very little studies have attempted to understand such perspectives. Thus, the purpose of this study is to deepen the understanding and explore variables that could link value co-creation with cooperative member’s loyalty. Using focus group interview as the method of data collection, findings reveal that loyalty among cooperative members are likely to be derived when co-creation lead to economic benefits and enhance relationship quality. Ultimately, such loyalty progress towards building commitment and trusting relationships among members.

Keywords: Loyalty; Value co-creation; Service; Perceived economic value. (search for similar items in EconPapers)
Date: 2018
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