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Customer value co-creation behavior : scale development and validation

Yi, Youjae and Gong, Taeshik (2013) Customer value co-creation behavior : scale development and validation. Journal of Business Research, 66 (9). pp. 1279-1284. ISSN 0148-2963

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Abstract

This investigation reports a series of four studies leading to the development and validation of a customer value co-creation behavior scale. The scale comprises two dimensions: customer participation behavior and customer citizenship behavior, with each dimension having four components. The elements of customer participation behavior include information seeking, information sharing, responsible behavior, and personal interaction, whereas the aspects of customer citizenship behavior are feedback, advocacy, helping, and tolerance. The scale is multidimensional and hierarchical, and it exhibits internal consistency reliability, construct validity, and nomological validity. This study also shows that customer participation behavior and customer citizenship behavior exhibit different patterns of antecedents and consequences.

Item type: Article
ID code: 33540
Keywords: customer value, customer participation behavior, customer citizenship behavior, service-dominant logic, scale development, value co-creation, Marketing. Distribution of products, Marketing
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Depositing user: Pure Administrator
Date Deposited: 22 Sep 2011 10:45
Last modified: 19 Dec 2014 05:12
URI: http://strathprints.strath.ac.uk/id/eprint/33540

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