The development and validation of a customer value co-creation behavior scale

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Yi, Youjae and Gong, Taeshik (2010) The development and validation of a customer value co-creation behavior scale. In: Global Marketing Conference, 2010-09-09 - 2010-09-12.

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Abstract

This investigation reports a series of four studies leading to the development and validation of the customer value co-creation behavior scale, a measure with important implications for managing customer value co-creation behavior. 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, while 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. The customer value co-creation behavior scale offers managers a means of obtaining strategic information and can aid in selecting and socializing customers to facilitate value co-creation behavior. The customer value co-creation behavior scale is useful for evaluating and rewarding customer performance as it relates to different aspects of customer value co-creation behavior. If a firm regularly assesses and rewards activities through formal evaluation, customers will be more likely to engage in value co-creation behavior. Firms might integrate customer value co-creation behavior evaluation into loyalty programs, such as those of hotels, airlines, department stores, and car rental companies.

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