Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Factors Predicting Co-Creation of Value: A Study of Boutiques


Affiliations
1 P G Department of Commerce, University of Jammu, Jammu –180006, Jammu and Kashmir, India
2 P G Department of Commerce, University of Jammu, Jammu – 180006, Jammu and Kashmir, India
3 University of Delhi, Delhi, India
     

   Subscribe/Renew Journal


Central to Service-Dominant Logic is the proposition that the customer has become a co-creator of the value. This emphasises the development of customer-supplier relationships through interaction and dialogue. However, research to date suggests that relatively little is known about how consumers engage in co-creation of value with the service provider. Thus, the present study develops a framework of the facilitators or antecedents of the co-creation of value for understanding and managing creation of value. The study examines the co-creation efforts of the customers of fashionable boutiques of a city and statistical techniques like CFA and SEM were used to analyse the data. Further, reliability and validity tests were also performed. Based upon a sample of 196 female customers, the study found that resource integration and composite expertise of customers and suppliers significantly influence customer participation, which in turn significantly predicts CCV. The study also discusses the managerial implications, limitations and future research agenda at the end.

Keywords

Composite Expertise, Customer Participation and Co-Creation of Value, Resource Integration.
User
Notifications

Abstract Views: 219

PDF Views: 8




  • Factors Predicting Co-Creation of Value: A Study of Boutiques

Abstract Views: 219  |  PDF Views: 8

Authors

Gurjeet Kaur
P G Department of Commerce, University of Jammu, Jammu –180006, Jammu and Kashmir, India
Rita Devi
P G Department of Commerce, University of Jammu, Jammu – 180006, Jammu and Kashmir, India
Sanjeewani Sehgal
University of Delhi, Delhi, India

Abstract


Central to Service-Dominant Logic is the proposition that the customer has become a co-creator of the value. This emphasises the development of customer-supplier relationships through interaction and dialogue. However, research to date suggests that relatively little is known about how consumers engage in co-creation of value with the service provider. Thus, the present study develops a framework of the facilitators or antecedents of the co-creation of value for understanding and managing creation of value. The study examines the co-creation efforts of the customers of fashionable boutiques of a city and statistical techniques like CFA and SEM were used to analyse the data. Further, reliability and validity tests were also performed. Based upon a sample of 196 female customers, the study found that resource integration and composite expertise of customers and suppliers significantly influence customer participation, which in turn significantly predicts CCV. The study also discusses the managerial implications, limitations and future research agenda at the end.

Keywords


Composite Expertise, Customer Participation and Co-Creation of Value, Resource Integration.