Transforming customer brand engagement to co-creation value through participation energy and effort

Mai Thi My-Quyen () and Le Nguyen Hau
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Mai Thi My-Quyen: HoChiMinh City University of Technology, Vietnam National University HoChiMinh City
Le Nguyen Hau: HoChiMinh City University of Technology, Vietnam National University HoChiMinh City

Service Business, 2021, vol. 15, issue 3, No 4, 493-514

Abstract: Abstract This study investigates the mechanism underlying the effects of customer brand engagement on the extent of customer participation in a specific service co-creation, leading to co-created value. Using the data collected from 286 customers of yoga training service in Vietnam, the analyses show that customer engagement significantly affects customer participation energy and effort, both of which then affect the perceived service value. These findings elucidate the cognitive and affective mechanisms explaining how customers’ extra-role behaviors (customer engagement) toward a brand affect their in-role behaviors (customer participation) in a long-lasting service co-creation process. Managerial implications are then discussed accordingly.

Keywords: Customer engagement; Participation; Energy; Effort; Customer co-created value (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (4)

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DOI: 10.1007/s11628-021-00452-x

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