Effect of Co-creation on Customer Experience, Trust and Brand Loyalty

SMC Author

Priyanka Shrivastava

Status

Faculty

School

School of Economics and Business Administration

Department

Marketing

Document Type

Article

Publication Date

2016

Publication / Conference / Sponsorship

International Journal of Sales & Marketing Management Research and Development

Description/Abstract

Purpose

Emerging economies are moving towards experience economies. Be it products or services, it is experience that matters most to the customers. Products have to be wrapped in the flashy wrapping of experience for the customers to prefer them. Earlier businesses used to function like traditional theatre, with organizations working on clearly defined roles and customers watching passively on paid tickets. But now, businesses seem to be like experiential theatres where everyone and anyone can take part. Customers don’t want to be passive watchers but like to be active participants. The paper proposes a framework for effective customer participation in service industry. The purpose of this paper is to study the effect of customer participation through co-creation on customer experience, trust and brand loyalty.

Methodology

The paper validates the effects of customer participation on trust and brand loyalty mediated by customer experience dimensions using structural equation modelling.

Findings

The paper supports significant positive relationship between co-creation and customer experience dimensions.The paper also establishes positive relationship between co-creation, trust and brand loyalty mediated by customer experience dimensions.

Originality

The paper is an original contribution with data collected from Banking Industry.

Keywords

co-creation, customer participation, customer experience, trust and brand loyalty

Scholarly

yes

Peer Reviewed

1

Volume

6

Issue

6

First Page

1

Last Page

14

Disciplines

Business | Economics | Marketing

Original Citation

Shrivastava, P. (2016). Effect of co-creation on customer experience, trust and brand loyalty. International Journal of Sales & Marketing Management Research and Development, 6(6), 1-14.

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