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Value co-creation and customer loyalty

Author

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

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.

Suggested Citation

  • Cossío-Silva, Francisco-José & Revilla-Camacho, María-Ángeles & Vega-Vázquez, Manuela & Palacios-Florencio, Beatriz, 2016. "Value co-creation and customer loyalty," Journal of Business Research, Elsevier, vol. 69(5), pages 1621-1625.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:5:p:1621-1625
    DOI: 10.1016/j.jbusres.2015.10.028
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    References listed on IDEAS

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    1. Beatty, Sharon E. & Homer, Pamela & Kahle, Lynn R., 1988. "The involvement--commitment model: Theory and implications," Journal of Business Research, Elsevier, vol. 16(2), pages 149-167, March.
    2. Revilla-Camacho, María Ángeles & Vega-Vázquez, Manuela & Cossío-Silva, Francisco José, 2015. "Customer participation and citizenship behavior effects on turnover intention," Journal of Business Research, Elsevier, vol. 68(7), pages 1607-1611.
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    4. Yi, Youjae & Gong, Taeshik, 2013. "Customer value co-creation behavior: Scale development and validation," Journal of Business Research, Elsevier, vol. 66(9), pages 1279-1284.
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