Factors Predicting Co‐creation of Value: A Study of Boutiques. Issue 1 (January 2015)

• Record Type: Journal Article
• Authors: Kaur, Gurjeet; Devi, Rita; Sehgal, Sanjeewani
• Is Part Of: Metamorphosis. Volume 14:Issue 1(2015)
• Page Start: 1
• Page End: 13
• Publication Date: 2015-01
• Subjects: Composite Expertise -- Customer Participation -- Co-Creation of Value -- Resource Integration; Management -- India -- Periodicals; Management -- India -- Research -- Periodicals; Management; Research; India; Periodicals; 658.00954
• DOI: 10.1177/0972622520150103
• Languages: English
• ISSNs: 0972-6225

Abstract

Central to Service-Dominant Logic is the proposition that the customer has become a co-creator of the value. This emphasises the development of customer‐supplier relationships through interaction and dialogue. However, research to date suggests that relatively little is known about how consumers engage in co-creation of value with the service provider. Thus, the present study develops a framework of the facilitators or antecedents of the co-creation of value for understanding and managing creation of value. The study examines the co-creation efforts ofthe customers of fashionable boutiques of a city and statistical techniques like CFA and SEM were used to analyse the data. Further, reliability and validity tests were also performed. Based upon a sample of 196 female customers, the study found that resource integration and composite expertise of customers and suppliers significantly influence customer participation, which in turn significantly predicts CCV. The study also discusses the managerial implications, limitations and future research agenda at the end.