Value co-creation and customer loyalty

Francisco-José Cossío-Silva, María-Ángeles Revilla-Camacho, Manuela Vega-Vázquez and Beatriz Palacios-Florencio

Journal of Business Research, 2016, vol. 69, issue 5, 1621-1625

Abstract: This research examines value co-creation and its effect on loyalty toward the organization from both the attitudinal and behavioral viewpoint. To do so, this research uses the customer's perspective. The empirical study uses structural equation modeling (AMOS) as a method, with a sample of 547 users of personal care services firms. The results show the existence of a significant relationship between value co-creation and attitudinal loyalty. The latter also significantly affects behavioral loyalty. The main contributions stem from a better knowledge of the antecedents of loyalty by incorporating a variable not previously studied: value co-creation. This study also offers a contribution to the research field of value co-creation because, in spite of a growing interest in the topic, little knowledge exists on the effects or consequences of this construct.

Keywords: Value co-creation; Customer loyalty; Behavioral loyalty; Attitudinal loyalty (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (53)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:5:p:1621-1625

DOI: 10.1016/j.jbusres.2015.10.028

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