The influence of value co-creation on customer loyalty, behavioural intention, and customer satisfaction in emerging markets
Main Article Content
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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References
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Cuong, D., & Long, N. (2020). The impact of Service Quality and Brand Image on Customer Satisfaction and Behavioral Intention in Vietnam Fashion Market. Test Engineering and Management, 83, 389–398.
Ebrahimi, P., Kot, S., & Fekete-Farkas, M. (2020). Platform Entrepreneurship: An Interpretative Structural Modeling. Nordic Journal of Media Management, 1(3), 385–400. https://doi.org/10.5278/njmm.2597-0445.6108.
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Baloglu, S. (2002). Dimensions of customer loyalty: Separating friends from well wishers. The Cornell Hotel and Restaurant Administration Quarterly, 43(1), 47–59. https://doi.org/10.1016/S0010-8804(02)80008-8
Chen, C. M., Chen, S. H., & Lee, H. T. (2013). Interrelationships between Physical Environment Quality, Personal Interaction Quality, Satisfaction and Behavioural Intentions in Relation to Customer Loyalty: The Case of Kinmen’s Bed and Breakfast Industry. Asia Pacific Journal of Tourism Research, 18(3), 262–287. https://doi.org/10.1080/10941665.2011.647041
Chen, C.-F., & Wang, J.-P. (2016). Customer participation, value co-creation and customer loyalty – A case of airline online check-in system. Computers in Human Behavior, 62, 346–352. https://doi.org/10.1016/j.chb.2016.04.010
Cossío-Silva, F.-J., Revilla-Camacho, M.-Á., Vega-Vázquez, M., & Palacios-Florencio, B. (2016). Valueco-creation and customer loyalty. Journal of Business Research, 69(5), 1621–1625. https://doi.org/10.1016/j.jbusres.2015.10.028
Cuong, D. (2020). The Effect of Physical Environment and Perceived Value on Customer Satisfaction andBehavioral Intention at the Cinema in Vietnam. Test Engineering and Management, 82, 1665–1674.
Cuong, D., & Long, N. (2020). The impact of Service Quality and Brand Image on Customer Satisfaction and Behavioral Intention in Vietnam Fashion Market. Test Engineering and Management, 83, 389–398.
Ebrahimi, P., Kot, S., & Fekete-Farkas, M. (2020). Platform Entrepreneurship: An Interpretative Structural Modeling. Nordic Journal of Media Management, 1(3), 385–400. https://doi.org/10.5278/njmm.2597-0445.6108.
Emami, A., Klein, P, Ramadani, V. and Hisrich, R. (2021). The Interplay between Empathy, Learning and Opportunity Style in the Process of Entrepreneurial Value Co-creation. European Journal of International Management, Vol.16 No.3, pp.408 – 426. https://doi: 10.1504/EJIM.2021.117518
Emami, A, Klein, P. G. (2020). The entrepreneurial propensity for market analysis and the intention-action gap, International Journal of Entrepreneurial Venturing, 12(3), pp.303–320. https://doi.org/10.1504/IJEV.2020.107930
Fu, Y., Liu, X., Wang, Y., & Chao, R.-F. (2018). How experiential consumption moderates the effects of souvenir authenticity on behavioral intention through perceived value. Tourism Management, 69, 356–367. https://doi.org/10.1016/j.tourman.2018.06.023
Galvagno, M., & Dalli, D. (2014). Theory of value co-creation: A systematic literature review. Managing Service Quality, 24(6), 643–683. https://doi.org/10.1108/MSQ-09-2013-0187
Ghanbary, S., Sharifi, S. M., & Momeni, S. (2021). OFD platform: consumers’ persuasion based on economic, relational and enjoyment values. Journal of Foodservice Business Research, 1-24. https://doi.org/10.1080/15378020.2021.1950509
Grissemann, U. S., & Stokburger-Sauer, N. E. (2012). Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism Management, 33(6), 1483–1492. https://doi.org/10.1016/j.tourman.2012.02.002
Gummesson, E., Kuusela, H., & Närvänen, E. (2014). Reinventing marketing strategy by recasting supplier/customer roles. Journal of Service Management, 25(2), 228–240. https://doi.org/10.1108/JOSM-01-2014-0031
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications.
Hamidi, F., Shams Gharneh, N., & Khajeheian, D. (2020). A Conceptual Framework for Value Co-Creation in Service Enterprises (Case of Tourism Agencies). Sustainability, 12(1), 213. https://doi.org/10.3390/su12010213
Han, H., & Ryu, K. (2009). The Roles of the Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Loyalty in the Restaurant Industry. Journal of Hospitality & Tourism Research, 33(4), 487–510. https://doi.org/10.1177/1096348009344212
Hollebeek, L., & Rather, R. A. (2019). Service innovativeness and tourism customer outcomes. International Journal of Contemporary Hospitality Management, 31(11), 4227–4246. https://doi.org/10.1108/IJCHM-03-2018-0256.
Huang, S., Weiler, B., & Assaker, G. (2015). Effects of Interpretive Guiding Outcomes on Tourist Satisfaction and Behavioral Intention. Journal of Travel Research, 54(3), 344–358. https://doi.org/10.1177/0047287513517426
Hultman, M., Skarmeas, D., Oghazi, P., & Beheshti, H. M. (2015). Achieving tourist loyalty through destination personality, satisfaction, and identification. Journal of Business Research, 68(11), 2227–2231. https://doi.org/10.1016/j.jbusres.2015.06.002
Jiang, J., Zhang, J., Zhang, H., & Yan, B. (2018). Natural soundscapes and tourist loyalty to nature-based tourism destinations: The mediating effect of tourist satisfaction. Journal of Travel & Tourism Marketing, 35(2), 218–230. https://doi.org/10.1080/10548408.2017.1351415
Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: The role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346–351. https://doi.org/10.1108/09596110010342559
Kang, S., Okamoto, N., & Donovan, H. A. (2004). Service quality and its effect on customer satisfaction and customer behavioral intentions: Hotel and ryokan guests in Japan. Asia Pacific Journal of Tourism Research, 9(2), 189–202. https://doi.org/10.1080/1094166042000233649
Khajeheian, D., & Ebrahimi, P. (2020). Media branding and value co-creation: Effect of user participation in social media of newsmedia on attitudinal and behavioural loyalty. European J. of International Management, 1(1), 1. https://doi.org/10.1504/EJIM.2020.10020735
Khajeheian, D., & Friedrichsen, M. (2017). Innovation Inventory as a Source of Creativity for Interactive Television. In M. Friedrichsen & Y. Kamalipour (Eds.), Digital Transformation in Journalism and News Media: Media Management, Media Convergence and Globalization (pp. 341–349). Springer International Publishing. https://doi.org/10.1007/978-3-319-27786-8_25
Khajeheian, D., Friedrichsen, M., & Mödinger, W. (2018). An Introduction to Competitiveness in Fast Changing Business Environment. In D. Khajeheian, M. Friedrichsen, & W. Mödinger (Eds.), Competitiveness in Emerging Markets: Market Dynamics in the Age of Disruptive Technologies (pp. 3–11). Springer International Publishing. https://doi.org/10.1007/978-3-319-71722-7_1
Kumar, V., Shah, D., & Venkatesan, R. (2006). Managing retailer profitability—One customer at a time! Journal of Retailing, 82(4), 277–294. https://doi.org/10.1016/j.jretai.2006.08.002
Kursunluoglu, D. E. (n.d.). Customer Service Effects on Customer Satisfaction and Customer Loyalty: A Field Research in Shopping Centers in Izmir City—Turkey. 2(17), 8.
Lee, S., & Connolly, D. J. (2010). The impact of IT news on hospitality firm value using cumulative abnormal returns (CARs). International Journal of Hospitality Management, 29(3), 354–362. https://doi.org/10.1016/j.ijhm.2009.08.007
Liao, C., Lin, H.-N., Luo, M. M., & Chea, S. (2017). Factors influencing online shoppers’ repurchase intentions: The roles of satisfaction and regret. Information & Management, 54(5), 651–668. https://doi.org/10.1016/j.im.2016.12.005
Mathis, E. F., Kim, H. (Lina), Uysal, M., Sirgy, J. M., & Prebensen, N. K. (2016). The effect of co-creation experience on outcome variable. Annals of Tourism Research, 57, 62–75. https://doi.org/10.1016/j. annals.2015.11.023 Meyer-Waarden, L. (2015). Effects of loyalty program rewards on store loyalty. Journal of Retailing and Consumer Services, 24, 22–32. https://doi.org/10.1016/j.jretconser.2015.01.001
Minta, Y. (2018). Link between Satisfaction and Customer Loyalty in the Insurance Industry: Moderating Effect of Trust and Commitment. Journal of Marketing Management, 6, 9.
Moghadamzadeh, A., Ebrahimi, P., Radfard, S., Salamzadeh, A., & Khajeheian, D. (2020). Investigating the Role of Customer Co-Creation Behavior on Social Media Platforms in Rendering Innovative Services. Sustainability, 12(17). https://doi.org/10.3390/su12176926
Moise, M. S., Gil-Saura, I., & Ruiz-Molina, M.-E. (2020). Implications of Value Co-Creation in Green Hotels:The Moderating Effect of Trip Purpose and Generational Cohort. Sustainability, 12(23), 9866. https://doi.org/10.3390/su12239866
Nemati, S., & Khajeheian, D. (2018). Big Data for Competitiveness of SMEs: Use of Consumer Analytic to Identify Niche Markets. In D. Khajeheian, M. Friedrichsen, & W. Mödinger (Eds.), Competitiveness in Emerging Markets: Market Dynamics in the Age of Disruptive Technologies (pp. 585–599). Springer International Publishing. https://doi.org/10.1007/978-3-319-71722-7_29
Opata, C. N., Xiao, W., Nusenu, A. A., Tetteh, S., & John Narh, T.-W. (2020). Customer Value Co-Creation in the Automobile Industry: Antecedents, Satisfaction, and Moderation. SAGE Open, 10(3),2158244020948527. https://doi.org/10.1177/2158244020948527
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015
Prayag, G., & Ryan, C. (2012). Antecedents of Tourists’ Loyalty to Mauritius: The Role and Influence of Destination Image, Place Attachment, Personal Involvement, and Satisfaction. Journal of Travel Research, 51(3), 342–356. https://doi.org/10.1177/0047287511410321
Prebensen, N. K., Kim, H. (Lina), & Uysal, M. (2016). Cocreation as Moderator between the Experience Value and Satisfaction Relationship. Journal of Travel Research, 55(7), 934–945. https://doi. org/10.1177/0047287515583359
Rahmanseresht, H., Khashei Varnamkhasti, V., Ebrahimi, M., & Rahimian, M. (2018). Strategic Value Co- Creation Model in Banking Industry. Management Researches, 11(40), 27–52. https://doi.org/10.22111/jmr.2018.4286
Ratnasari, R. T., Gunawan, S., Mawardi, I., & Kirana, K. C. (2020). Emotional experience on behavioral intention for halal tourism. Journal of Islamic Marketing, ahead-of-print(ahead-of-print). https://doi.org/10.1108/JIMA-12-2019-0256
Revilla-Camacho, M. Á., Vega-Vázquez, M., & Cossío-Silva, F. J. (2015). Customer participation and citizenship behavior effects on turnover intention. Journal of Business Research, 68(7), 1607–1611. https://doi.org/10.1016/j.jbusres.2015.02.004
Sarkar Sengupta, A., Balaji, M. S., & Krishnan, B. C. (2015). How customers cope with service failure? A study of brand reputation and customer satisfaction. Journal of Business Research, 68(3), 665–674. https://doi.org/10.1016/j.jbusres.2014.08.005
Shaw, G., Bailey, A., & Williams, A. (2011). Aspects of service-dominant logic and its implications for tourism management: Examples from the hotel industry. Tourism Management, 32(2), 207–214. https://doi.org/10.1016/j.tourman.2010.05.020
Soltani, M., Jandaghi, G., & Forouzandeh Shahraki, P. (2016). Investigating co-creation intention and its correlation with perceived value and positive Word-of-Mouth; considering the role of perceived time risk. New Marketing Research Journal, 6(3), 127–146. https://doi.org/10.22108/nmrj.2016.21076
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Nov 28, 2021
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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
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Research Articles
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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