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14-07-2021 | Empirical article

Transforming customer brand engagement to co-creation value through participation energy and effort

Authors: Mai Thi My-Quyen, Le Nguyen Hau

Published in: Service Business | Issue 3/2021

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Abstract

This study investigates the mechanism underlying the effects of customer brand engagement on the extent of customer participation in a specific service co-creation, leading to co-created value. Using the data collected from 286 customers of yoga training service in Vietnam, the analyses show that customer engagement significantly affects customer participation energy and effort, both of which then affect the perceived service value. These findings elucidate the cognitive and affective mechanisms explaining how customers’ extra-role behaviors (customer engagement) toward a brand affect their in-role behaviors (customer participation) in a long-lasting service co-creation process. Managerial implications are then discussed accordingly.

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Title: Transforming customer brand engagement to co-creation value through participation energy and effort
Authors: Mai Thi My-Quyen
Le Nguyen Hau
Publication date: 14-07-2021
Publisher: Springer Berlin Heidelberg
Published in: Service Business / Issue 3/2021
Print ISSN: 1862-8516
Electronic ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-021-00452-x

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