The Influence of Value Co-Creation on Consumer Satisfaction: A Mediating Role of Consumer Motivation

María Ángeles García-Haro, María Pilar Martínez-Ruiz and Ricardo Martínez-Cañas
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María Ángeles García-Haro: University of Castilla-La Mancha, Albacete, Spain
Ricardo Martínez-Cañas: University of Castilla-La Mancha, Cuenca, Spain

International Journal of Online Marketing (IJOM), 2015, vol. 5, issue 4, 60-83

Abstract: The importance of value co-creation processes to firms' competitive strategy is widely recognized, both in practice and in academia. Therefore, it becomes essential to identify which variables drive consumers to collaborate with companies. A primary influence on this consumer decision relates to the search for greater satisfaction. This article proposes a theoretical model that relates the process of co-creating value with customer satisfaction. The proposed conceptual model also includes the user's motivation as a potential mediating variable in the process that transforms co-creation activities into consumer satisfaction.

Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:5:y:2015:i:4:p:60-83

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