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Quantifying value co-creation: examining the relationship between realised value facets and customer experience in a B2B context

Quantifying value co-creation: examining the relationship between realised value facets and... Value co-creation has become central and one of the most researched topics among marketing scholars worldwide. This study discusses the relationship between value realisation facets and customer experience that emerges from a value co-creation process. With assumptions of a positivist paradigm, this study is responding to the call for quantification of value co-creation concept by developing a multidimensional scale to measure value co-creation in the context of information and communication technology (ICT) industry. Multivariate data analysis techniques like exploratory factor analysis (EFA), Cronbach's alpha and multiple regressions were used to check the reliability and validity of scale and test the hypothesis. The study finds that experience value (EV) is significantly and positively influenced by monetary value (MV), relationship value (RV) and functional value (FV). Moreover, it was also found that customer is more inclined towards RV and FV than that of MV to evaluate EV. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Services Operations and Informatics Inderscience Publishers

Quantifying value co-creation: examining the relationship between realised value facets and customer experience in a B2B context

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Publisher
Inderscience Publishers
Copyright
Copyright © Inderscience Enterprises Ltd
ISSN
1741-539X
eISSN
1741-5403
DOI
10.1504/IJSOI.2019.100616
Publisher site
See Article on Publisher Site

Abstract

Value co-creation has become central and one of the most researched topics among marketing scholars worldwide. This study discusses the relationship between value realisation facets and customer experience that emerges from a value co-creation process. With assumptions of a positivist paradigm, this study is responding to the call for quantification of value co-creation concept by developing a multidimensional scale to measure value co-creation in the context of information and communication technology (ICT) industry. Multivariate data analysis techniques like exploratory factor analysis (EFA), Cronbach's alpha and multiple regressions were used to check the reliability and validity of scale and test the hypothesis. The study finds that experience value (EV) is significantly and positively influenced by monetary value (MV), relationship value (RV) and functional value (FV). Moreover, it was also found that customer is more inclined towards RV and FV than that of MV to evaluate EV.

Journal

International Journal of Services Operations and InformaticsInderscience Publishers

Published: Jan 1, 2019

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