Customer value co-creation behavior: scale development and validation

By Youjae Yi, Taeshik Gong. 2013

1,572 citations recorded by the source corpus.

This investigation reports a series of four studies leading to the development and validation of a customer value co-creation behavior scale. The scale comprises two dimensions: customer participation behavior and customer citizenship behavior, with each dimension having four components. The elements of customer participation behavior include information seeking, information sharing, responsible behavior, and personal interaction, whereas the aspects of customer citizenship behavior are feedback, advocacy, helping, and tolerance. The scale is multidimensional and hierarchical, and it exhibits internal consistency reliability, construct validity, and nomological validity. This study also shows that customer participation behavior and customer citizenship behavior exhibit different patterns of antecedents and consequences.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/b37ca70fd26799501d234ed3742b26c2df6ab977

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Citations in the corpus

The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage? (2017, methodology): “These results are inconsistent with a previous research (Yi & Gong 2013; Revilla-Camacho, Vega, Vázquez & Cossio-Silva, 2015) because English and Spanish respondents made a distinction between the factors of personal interaction and responsible behaviour.”
The dark side of customer co-creation: exploring the consequences of failed co-created services (2015, background): “In services, co-creation activities can take place across the entire value chain (Yi and Gong 2013)—that is, in both the actual service encounter and the recovery process (Dong et al.”
The effect of online interaction and trust on consumers’ value co-creation behavior in the online travel community (2018, background): “Previous research shows that others’ social interaction directly influences individuals’ intention for social engagement (Yi & Gong, 2013).”
Value cocreation in service interactions (2015, background): “…in the context of innovation; (2) Randall et al. (2011) that investigates trust, connection, and commitment as possible dimensions of a higher order construct of value cocreation; and (3) Yi and Gong (2013) that discusses value cocreation from the customer perspective as a third-order construct.”
Coproduction of Transformative Services as a Pathway to Improved Consumer Well-Being (2015, background): “…some promising measures (e.g., Chan, Yim, and Lam 2010), the measurement of coproduction—relative to other areas (e.g., service quality)—is in its infancy, and efforts to establish generic scales related to customer coproduction and cocreation are only just emerging (e.g., Yi and Gong 2013).”
Understanding emotional customer experience and co-creation behaviours in luxury hotels (2019, background): “Such positive attitudes are considered an essential component of co-creating pleasant service interactions (de Hooge, 2017; Yi and Gong, 2013).”
Co-created value: Multidimensional scale and nomological network (2018, background): “…2016), customer and employee participation in co-creation (e.g. Mathis, Kim, Uysal, Sirgy, & Prebensen, 2016), and customer co-creation behavior (e.g. Yi & Gong, 2013), there is a dearth of psychometrically sound measures focused on value as the main construct reflecting the nature of co-creation.”