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Determining customer satisfaction and loyalty from a value co-creation perspective

Author

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  • Herbert Woratschek
  • Chris Horbel
  • Bastian Popp

Abstract

In light of the recent developments in marketing theory, namely service-dominant logic and value co-creation, the development of customer satisfaction and customer loyalty deserves reconsideration to broaden the mostly firm-centric earlier approaches. We propose a framework that includes the contributions of co-creating actors and identification with the firm as antecedents of customer satisfaction and loyalty. This framework can be adapted to a context by defining a context-specific set of actors and their unique reciprocal relationships. Two quantitative studies conducted in the professional German soccer leagues demonstrate that multiple actors (event organizer, teams, and fans) roughly show the same effect on customer satisfaction. Moreover, identification has both direct and indirect (i.e. via customer satisfaction and perceived social actors’ contributions) influence on customer loyalty. The results imply firm activities have limited influence on customer satisfaction and loyalty. As a result, managers must identify strategies to facilitate value co-creation among all relevant actors.

Suggested Citation

  • Herbert Woratschek & Chris Horbel & Bastian Popp, 2020. "Determining customer satisfaction and loyalty from a value co-creation perspective," The Service Industries Journal, Taylor & Francis Journals, vol. 40(11-12), pages 777-799, July.
    • Handle: RePEc:taf:servic:v:40:y:2020:i:11-12:p:777-799
    DOI: 10.1080/02642069.2019.1606213
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    Cited by:

    1. Lim, Xin-Jean & Cheah, Jun-Hwa & Ng, Siew Imm & Kamal Basha, Norazlyn & Liu, Yide, 2021. "Are men from Mars, women from Venus? Examining gender differences towards continuous use intention of branded apps," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    2. You-Shyang Chen & Ying-Hsun Hung & Yu-Sheng Lin, 2023. "A Study to Identify Long-Term Care Insurance Using Advanced Intelligent RST Hybrid Models with Two-Stage Performance Evaluation," Mathematics, MDPI, vol. 11(13), pages 1-34, July.
    3. Naveed Ahmad & Miklas Scholz & Zia Ullah & Muhammad Zulqarnain Arshad & Raja Irfan Sabir & Waris Ali Khan, 2021. "The Nexus of CSR and Co-Creation: A Roadmap towards Consumer Loyalty," Sustainability, MDPI, vol. 13(2), pages 1-15, January.
    4. Tong Jia & Shahid Iqbal & Arslan Ayub & Tehreem Fatima & Zeeshan Rasool, 2023. "Promoting Responsible Sustainable Consumer Behavior through Sustainability Marketing: The Boundary Effects of Corporate Social Responsibility and Brand Image," Sustainability, MDPI, vol. 15(7), pages 1-21, March.
    5. Anthony Okoeguale, 2023. "Brand Value Co-creation Revisited: A Critical Review of Studies," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, March.
    6. T. Praveen Kumar & Santosh Basavaraj & K. Soundarapandiyan, 2024. "Can co‐creating in CSR initiatives influence loyal customers? Evidence from the banking industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 180-195, January.
    7. Robaina-Calderín, Lorena & Martín-Santana, Josefa D. & Melián-Alzola, Lucía, 2023. "Prosocial customer in the public sector: A PLS-SEM analysis applied to blood donation (active donors)," Socio-Economic Planning Sciences, Elsevier, vol. 86(C).

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