The influence of value co-creation on customer loyalty, behavioural intention, and customer satisfaction in emerging markets

Authors

DOI:

https://doi.org/10.17230/Ad-minister.39.1

Keywords:

Customer value co-creation, Customer satisfaction, Behavioural tendencies, Customer behavioural loyalty, Customer attitudes loyalty

Abstract

One of the current major trends in the media industry is customer value co-creation. User participation can significantly affect news media organisations. This study examines the impact of value co-creation on the loyalty, satisfaction, and behavioural tendencies of media consumers, using a survey of users of My Fars news platform. The conceptual model of this study is developed and tested by using survey data from 283 users of the news campaign in Fars News and Structural Equation Modelling (SEM) is employed to simultaneously test the hypothesized relationships. The results show that user participation in value co-creation significantly affects their satisfaction, loyalty, and behavioural tendencies.

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Author Biographies

  • Mehran Kamali, University of Otago

    MA., Online MBA staff, Business School, University of Otago, Dunedin, New Zealand. Email: mehran.kamali@otago.ac.nz ORCID: https://orcid.org/0000-0002-2188-8171

  • Hadi Zarea, Laval University, Quebec, Canada

    PhD student. Faculty of business administration, Laval University, Quebec, Canada. Email:
    hadi.zarea.1@ulaval.ca ORCID: https://orcid.org/0000-0001-8970-6744

  • Zhan Su, Laval University, Quebec, Canada

    Full Professor Faculty of business administration, Laval University, Quebec, Canada. Email:
    Zhan.Su@fsa.ulaval.ca ORCID: https://orcid.org/0000-0002-6360-4026

  • Saeideh Soltani, University of Tehran, Tehran, Iran

    MA., Faculty of Management, University of Tehran, Tehran, Iran.
    Email: saeideh.soltaani@alumni.ut.ac.ir ORCID: https://orcid.org/0000-0002-5847-4319

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Published

2021-11-28

Issue

No. 39 (2021)

Section

Research Articles

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Copyright (c) 2021 AD-minister

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How to Cite

Kamali, M., Zarea, H., Su, Z., & Soltani, S. (2021). The influence of value co-creation on customer loyalty, behavioural intention, and customer satisfaction in emerging markets. AD-Minister, 39, 5-24. https://doi.org/10.17230/Ad-minister.39.1