Value co-creation as a predictor of post-consumer behavior

La cocréation de valeur comme prédicteur du comportement post-consommation

Abdelkabir El Kassimi, Lahoucine Berbou and Smail Ouiddad
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Abdelkabir El Kassimi: Université Hassan 1er École Nationale de Commerce et de Gestion
Lahoucine Berbou: Université Hassan 1er École Nationale de Commerce et de Gestion
Smail Ouiddad: Université Hassan 1er École Nationale de Commerce et de Gestion

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Abstract: This study aims to demonstrate the impact of co-creation on the post-consumer behavior of participatory bank customers in Morocco, focusing on attitudinal and behavioral loyalty. Using a sample survey method with a sample of 187 participatory bank customers, data were analyzed via structural equation modeling with Smart-PLS4. The results indicate that the value co-creation experience positively influences both attitudinal and behavioral loyalty, and that attitudinal loyalty in turn influences behavioral loyalty. This research makes an empirical contribution to the study of co-creation, a little-explored topic in Morocco, and offers prospects for improving customer loyalty in the country's participatory banking industry.

Keywords: Attitudinal loyalty; Participatory banking; Social exchange theory; Behavioral loyalty; Co-creation; Industrie bancaire participative; Théorie de l'échange social; Fidélité comportementale; Fidélité attitudinale; Cocréation (search for similar items in EconPapers)
Date: 2025-02-26
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Published in European Review of Service Economics and Management, 2025, 2024-2 (18), pp.49-85. ⟨10.48611/isbn.978-2-406-17937-5.p.0049⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05557398

DOI: 10.48611/isbn.978-2-406-17937-5.p.0049

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