Value co-creation and customer loyalty Cossío-Silva, Francisco-José; Revilla-Camacho, María-Ángeles; Vega-Vázquez, Manuela ...
Journal of business research,
20/May , Letnik:
69, Številka:
5
Journal Article
Recenzirano
This research examines value co-creation and its effect on loyalty toward the organization from both the attitudinal and behavioral viewpoint. To do so, this research uses the customer's perspective. ...The empirical study uses structural equation modeling (AMOS) as a method, with a sample of 547 users of personal care services firms. The results show the existence of a significant relationship between value co-creation and attitudinal loyalty. The latter also significantly affects behavioral loyalty. The main contributions stem from a better knowledge of the antecedents of loyalty by incorporating a variable not previously studied: value co-creation. This study also offers a contribution to the research field of value co-creation because, in spite of a growing interest in the topic, little knowledge exists on the effects or consequences of this construct.
From the point of view of firms’ managers, the knowledge of the factors which explain their firms’ financial results is considered of great usefulness to propose the most appropriate and profitable ...marketing strategies and actions. This research sets out from this central idea and proposes a model of relationships that considers the marketing results, the marketing capabilities, and the innovation capability as key factors for achieving good financial results. This model is verified via an empirical investigation carried out among 200 directors of hotel establishments in Andalusia, a region in the south of Spain which is one of the country's main tourist destinations. The results indicate that innovation capability is strongly conditioned by marketing capabilities and resources and that this innovation capability affects the financial results of the firms analyzed. Likewise, it is deduced that a market‐oriented management philosophy contributes to the development of these marketing capabilities. The implications for management are considered very relevant as they must lead these firms to invest in the development of marketing resources and capabilities, and apply a market‐oriented management philosophy if they wish to improve their financial results.
Purpose
– The greater part of the academic literature coincides in highlighting the positive influence that consumer participation has on the value created in service delivery. In this sense, ...research stands out which studies the consumer's role as a value co-creator in the service. However, there are few studies which analyze the consequences of co-creation behavior from the customer perspective. This research aims to fill this gap. To do so, it sets out from the measuring of co-creation from the perspective of the customers themselves and proposes that there is a direct relationship between value co-creation behavior and customer satisfaction with the service experience.
Design/methodology/approach
– To verify the hypothesis proposed, adults over 18 were personally interviewed. They had to be regular users of firms in the beauty parlor and personal care sector. The data collection finished with 547 duly-completed questionnaires. The SPSS 20 and AMOS 20 statistical programs were used for the data analysis.
Findings
– Regarding the causal model proposed, the data confirm the relationship set out in the hypothesis. It can therefore be stated that there is a positive relation between value co-creation and customer satisfaction. It allows a greater comprehension of the value creation process, analyzing the consequences for customer satisfaction. In this sense, the findings of the study suggest that service firms dedicated to personal care should foster the customers' active participation in the value creation process.
Originality/value
– The analysis highlights the positive influence which taking part in the value co-creation has on satisfaction. This is the first study that clearly shows this relationship from the empirical point-of-view.
This paper examines the relationship between the orientation towards innovation of SMEs and long-term performance, considering market perception capability as a mediating variable. This research ...topic is important because it can provide a better understanding of the relationship between innovation orientation and performance, since most of the previous papers that have analyzed this relationship have done so from a short-term perspective. But the effect of innovation orientation on performance may not be immediate and short-term, but long-term, and may be influenced by the company’s ability to develop marketing capabilities. A sample of 77 independent hotels is taken for empirical contrast and a system of structural equations is modelled using the Partial Least Squares (PLS) technique. The results show that the company’s capacity to understand the market in which it operates functions as a mechanism that intervenes in the relationship between innovation orientation and long-term result, with a mediating effect that explains the positive effect of innovation orientation on the long-term results.
This research shows the mediating role of market orientation (MO) in the link between entrepreneurial intention (EO) and business results. This conclusion comes from an empirical study of a sample of ...70 independent hotels located in the south of Spain, one of the world's most important tourist areas. This study's relevance lies in its contribution to the knowledge of the effects that EO has on the improvement of results, as previous research has findings in every sense: A positive relation between EO and results, a lack of relation between the two, and even a negative effect of EO on the firm's results. This work also contributes to the research on the relation between EO and results in the hotel sector. From the point of view of its application to firm management, the study concludes that the development of EO is not enough to generate a positive result, at least in the short term. To this end, implementing an MO-based organizational culture thus also becomes necessary to attain a positive effect of EO on results.
This study examined the customer‐related antecedents of the customer's intention to switch firms. Customer citizenship behavior was a key element in this study. Scholars have extensively studied the ...antecedents of customer citizenship behavior. However, the way that customer citizenship behavior relates to other attitudinal variables and the intention to switch has scarcely been analyzed. The proposed hypotheses were verified using partial least squares variance‐based structural equation modeling applied to 947 users of beauty care service firms in five countries. The results suggest that customer citizenship behavior is an antecedent of satisfaction, trust, and attitudinal loyalty. Two of these variables influence customers’ intentions to abandon relationships with the service provider. The implications of these findings enhance managers’ and scholars’ understanding of the determinants of customers’ intentions to switch firms.
Building trust is a major challenge in digital crowdfunding environments. The existing information asymmetries between fund-seeking entrepreneurs and potential investors require the implementation of ...signaling strategies between both economic agents in order to generate trust and incentivize investment. This study performs a qualitative comparative analysis (QCA) to explore the interplay of visual content and social networks as information cues signaling trust. The data are sourced from Startupxplore, a Spanish equity crowdfunding platform. Configurational analysis reveals a certain degree of substitutability between traditional visual cues (
images, videos
) and reporting presence in social networks (
Instagram, Facebook, Twitter
). The results show different information disclosure strategies using traditional visual cues and social networks that lead to crowdfunding success and overfunding:
substitute
,
mixed
and
unique
strategies. The originality of this research lies in identifying such strategies using a configurational approach that addresses the causal complexity behind success and overfunding phenomena in equity crowdfunding, and in targeting visual cues and social networks presence as signals. This entails theoretical contributions to signaling theory in digital financial environments as well as managerial implications for entrepreneurial fundraising.
This study proposes a conceptual model with the capacity to substantially explain the boycott behavior. As a first step for the validation of the proposed model, an empirical study has been carried ...out, focusing on the boycott promoted towards the territory of Catalonia (Spain). Following the postulates of the theory of reasoned action, the effect that the intention to participate in the boycott will have on effective behavior is considered, but social influence, the importance given to brands and the perceived legitimacy of a boycott are also included. Concepts as the attitude towards boycotts as a measure of pressure to change actions and decisions, the perceived usefulness of the boycott and animosity towards the boycott object are included in the model as antecedents to the intention to participate in the boycott. Finally, it is postulated that the legitimacy given to boycott behavior and the ethical ideology based on idealism are explanatory factors for the attitude towards boycott behavior. The relevance of the study is established by the need to respond to boycotts in an appropriate way. This paper can be useful, by pointing out the main factors that cause an individual to take an active part in a boycott.
This research arises from the need to accelerate the diffusion of sustainable mobility and the call for research on this topic. The Sustainable Development Goal 11 of the 2030 Agenda, the scientific ...articles on sustainable mobility systems and the advance of micro-mobility, shared mobility, Mobility on Demand (MOD) or Mobility as a Service (MaaS) in recent years manifest the importance of sustainable urban development. Given this reality, this paper explores the elements and factors that condition the adoption of a sustainable mobility mode of transport. An empirical study was carried out in the city of Seville through an electronic questionnaire delivered to university students. Our exploratory approach is an innovative point of view that can help us to better understand the reasons for the successful adoption of sustainable mobility modes of transport. The most relevant results of this study indicate that the user's perceived impacts on sustainability and customer forces influence the adoption of a mode of transport by citizens, whereas the product forces seem not to influence thTABLEis. Therefore, cities and companies that have put their emphasis exclusively on improving mobility products and services, without taking citizens into account, are less likely to succeed. Additionally, governments should consider that economic issues or environmental concerns of citizens act as drivers of innovation in urban mobility.
Despite the growth in the number of consumer boycotts, the marketing literature has paid little attention to the factors that could explain such behavior or the effect of boycotts on entrepreneurial ...initiatives. Several studies have examined the motivations of customer boycott behavior. Nevertheless, its relation to other attitudinal variables and with firm-related characteristics has not been analyzed or has been dealt with only partially even though the implications are crucial for incumbents and start-ups to adapt their strategies. This paper examines the factors that could explain the consumer’s decision to boycott a brand because of its location in a specific country. The relevance of addressing this gap is based on the boycotts’ impact on local firms and start-ups performance. This study addresses this issue by proposing a model that considers consumer-related variables and the perceived importance of brands. The hypotheses proposed in this research are verified via variance-based partial least squares structural equation modeling. The authors tested their framework during an actual boycott to Catalonian products and firms promoted on social media in Spain. The discussion of the results and their implications contribute to improving entrepreneurs, managers and academics’ comprehension of the determinants of customers’ intentions to participate in a boycott. This can also provide entrepreneurs and managers with a guide to orientate the design and implementation of strategies that enable the reduction of customer abandonment due to political boycotts. The main value of this research is that it provides a comprehensive model that includes different sorts of variables that could be involved in consumer boycott behavior. This model can support flexible entrepreneurial and managerial practices to help entrepreneurs to adapt rapidly to changes in the market due to boycotts.
