The Effect of Customer Citizenship Behavior on Customer Perceived Value in Value Co-creation: The Mediating Role of Co-creation Experience

Jielin Yin (), Yangyang Zhao (), Siqi Chen and Miaomiao Li
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Jielin Yin: Beijing Information Science and Technology University
Yangyang Zhao: Beijing Information Science and Technology University
Siqi Chen: Beijing Information Science and Technology University
Miaomiao Li: Beijing Information Science and Technology University

A chapter in LISS 2024, 2025, pp 831-853 from Springer

Abstract: Abstract The development of the Internet has bridged the gap between customers and enterprises, leading to increased customer engagement in value creation, thereby highlighting the growing significance of customers in value creation within enterprises. Based on the service-dominant logic and social exchange theory, this study focuses on customer citizenship behavior as a research entry point and constructs a model of the mechanisms through which three dimensions of customer citizenship behavior (feedback, advocacy, and helping) impact perceived customer value. It explores the mediating effects of four dimensions of co-creation experience (hedonic, social, cognitive, and economic). The research findings reveal that hedonic, social, and economic experiences fully mediate the relationship between feedback and perceived customer value; advocacy has a more direct impact on perceived customer value, with hedonic experience partially mediating this relationship; hedonic, social, and cognitive experiences fully mediate the relationship between helping and customer perceived value. The conclusions of this study provide theoretical and practical guidance for enterprises better to leverage the role of customers in value co-creation.

Keywords: Value co-creation; Customer citizenship behavior; Co-creation experience; Perceived value; Virtual brand community (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-981-96-9697-0_63

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