Exploring the Triple Reciprocity Nature of Organizational Value Cocreation Behavior Using Multicriteria Decision Making Analysis

Service-dominant (S-D) logic is a service science framework that is more robust than the traditional goods-dominant (G-D) logic. It emphasizes the importance of operant resources and value Cocreation. This study employs social cognitive theory to explore the triple reciprocity of organizational value Cocreation behavior. Further, this study uses DEMATEL-based ANP to examine the dynamic nature of organizational value Cocreation behavior. The major results of this study can be described as follows. First, the triadic reciprocity of personal, environmental, and behavioral factors are validated. Second, the dominant influencing trends are clearly identified. From a dimensional point of view, environmental factors affect personal factors and behavioral factors, and personal factors affect behavioral factors. Similarly, in terms of organizational value Cocreation behavior, organizational identification affects altruistic behavior and knowledge-sharing behavior, and altruistic behavior affects knowledge-sharing behavior. These findings may provide helpful guidance in effectively promoting organizational value cocreation behavior, enabling organizations to leverage operant resources to their maximum potential.