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The Influence of Value Co-Creation on Consumer Satisfaction: A Mediating Role of Consumer Motivation

Author

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  • María Ángeles García-Haro

    (University of Castilla-La Mancha, Albacete, Spain)

  • María Pilar Martínez-Ruiz

    (University of Castilla-La Mancha, Albacete, Spain)

  • Ricardo Martínez-Cañas

    (University of Castilla-La Mancha, Cuenca, Spain)

Abstract

The importance of value co-creation processes to firms' competitive strategy is widely recognized, both in practice and in academia. Therefore, it becomes essential to identify which variables drive consumers to collaborate with companies. A primary influence on this consumer decision relates to the search for greater satisfaction. This article proposes a theoretical model that relates the process of co-creating value with customer satisfaction. The proposed conceptual model also includes the user's motivation as a potential mediating variable in the process that transforms co-creation activities into consumer satisfaction.

Suggested Citation

  • María Ángeles García-Haro & María Pilar Martínez-Ruiz & Ricardo Martínez-Cañas, 2015. "The Influence of Value Co-Creation on Consumer Satisfaction: A Mediating Role of Consumer Motivation," International Journal of Online Marketing (IJOM), IGI Global, vol. 5(4), pages 60-83, October.
    • Handle: RePEc:igg:jom000:v:5:y:2015:i:4:p:60-83
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