What type of client do you need? The brand value co-creation in the banking sector

Service-dominant logic established that for the success of service industries, it is vital to acknowledge the customer as an active agent in the commercial ecosystem. To carry it out, the consumer must participate in value creation. The resource integration theory exposes the importance of recognizi...

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Autores:
Peña García, Nathalie
Losada Otálora, Mauricio
Juliao Rossi, Jorge
Tipo de recurso:
Article of investigation
Fecha de publicación:
2022
Institución:
Colegio de Estudios Superiores de Administración
Repositorio:
Repositorio CESA
Idioma:
eng
OAI Identifier:
oai:repository.cesa.edu.co:10726/5030
Acceso en línea:
http://hdl.handle.net/10726/5030
https://doi.org/10.3389/fpsyg.2022.988985
Palabra clave:
Latent profile analysis (LPA)
Customer profiles
Cross-cultural study
Idiosyncrasy
Brand value
Co-creation
Unobserved heterogeneity
Rights
openAccess
License
Abierto (Texto Completo)
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spelling Peña García, Nathaliea7e16819-88df-486b-9297-0e56d5bfae3b600Losada Otálora, Mauricio51214745-cd10-4d88-a486-a3f2c8423b05600Juliao Rossi, Jorge7ceb65bd-b007-439d-80a6-1376dc75d326600Peña García, Nathalie [0000-0002-6594-5940]Losada Otálora, Mauricio [0000-0002-1791-9086]Juliao Rossi, Jorge [0000-0002-0711-8576]Peña García, Nathalie [57202849705]Losada Otálora, Mauricio [55695829400]Juliao Rossi, Jorge [57190065210]2023-06-21T22:22:57Z2023-06-21T22:22:57Z2022-09-06http://hdl.handle.net/10726/5030instname:Colegio de Estudios Superiores de Administración – CESAreponame:Biblioteca Digital – CESArepourl:https://repository.cesa.edu.co/1664-1078https://doi.org/10.3389/fpsyg.2022.988985engFrontiers Research FoundationWhat type of client do you need? The brand value co-creation in the banking sectorarticlehttp://purl.org/coar/resource_type/c_2df8fbb1http://purl.org/coar/resource_type/c_6501info:eu-repo/semantics/articlehttp://purl.org/redcol/resource_type/ARThttp://purl.org/coar/version/c_71e4c1898caa6e32info:eu-repo/semantics/openAccessAbierto (Texto Completo)http://purl.org/coar/access_right/c_abf2Service-dominant logic established that for the success of service industries, it is vital to acknowledge the customer as an active agent in the commercial ecosystem. To carry it out, the consumer must participate in value creation. The resource integration theory exposes the importance of recognizing the customer as an agent capable of improving the company’s competitive advantage. It is only necessary for the participants to perceive benefits to make their resources available and integrate them into the co-creation process. This study aims to find the key customer-based factors that influence the brand value co-creation (VCC) process in the banking sector, analyzing the dynamics in different customers across national cultures and idiosyncrasies. In this paper, we analyze the potential heterogeneous idiosyncrasy of customers and how it leads to becoming more engaged in the co-creation process. Quantitative research was performed in five countries, obtaining a total of 2,029 valid questionnaires where latent profile analyses and ANOVAs were performed to identify and describe the latent profiles (LPA) of consumer co-creators of brand value. Afterward, a PLS-SEM was performed to test the research model in each segment. The results show four different profiles of customer co-creators of brand value, from non-co-creators (detractors), skeptical and neutral, to customers committed to co-creating brand value with their banks. The results indicate that detractor customers lack the motivations and resources to carry out co-creation behaviors. On the other hand, creativity and connectedness were crucial for customers co-creators of value. To the authors’ understanding, no studies have used latent segmentation to find the profiles of customer co-creators of brand value.https://orcid.org/0000-0002-6594-5940https://orcid.org/0000-0002-1791-9086https://orcid.org/0000-0002-0711-8576https://www.scopus.com/authid/detail.uri?authorId=57202849705https://www.scopus.com/authid/detail.uri?authorId=55695829400https://www.scopus.com/authid/detail.uri?authorId=5719006521013Frontiers in PsychologyLatent profile analysis (LPA)Customer profilesCross-cultural studyIdiosyncrasyBrand valueCo-creationUnobserved heterogeneity10726/5030oai:repository.cesa.edu.co:10726/50302023-10-02 20:35:27.879metadata only accessBiblioteca Digital - CESAbiblioteca@cesa.edu.co
dc.title.eng.fl_str_mv What type of client do you need? The brand value co-creation in the banking sector
title What type of client do you need? The brand value co-creation in the banking sector
spellingShingle What type of client do you need? The brand value co-creation in the banking sector
Latent profile analysis (LPA)
Customer profiles
Cross-cultural study
Idiosyncrasy
Brand value
Co-creation
Unobserved heterogeneity
title_short What type of client do you need? The brand value co-creation in the banking sector
title_full What type of client do you need? The brand value co-creation in the banking sector
title_fullStr What type of client do you need? The brand value co-creation in the banking sector
title_full_unstemmed What type of client do you need? The brand value co-creation in the banking sector
title_sort What type of client do you need? The brand value co-creation in the banking sector
dc.creator.fl_str_mv Peña García, Nathalie
Losada Otálora, Mauricio
Juliao Rossi, Jorge
dc.contributor.author.spa.fl_str_mv Peña García, Nathalie
Losada Otálora, Mauricio
Juliao Rossi, Jorge
dc.contributor.orcid.none.fl_str_mv Peña García, Nathalie [0000-0002-6594-5940]
Losada Otálora, Mauricio [0000-0002-1791-9086]
Juliao Rossi, Jorge [0000-0002-0711-8576]
dc.contributor.scopus.none.fl_str_mv Peña García, Nathalie [57202849705]
Losada Otálora, Mauricio [55695829400]
Juliao Rossi, Jorge [57190065210]
dc.subject.proposal.none.fl_str_mv Latent profile analysis (LPA)
Customer profiles
Cross-cultural study
Idiosyncrasy
Brand value
Co-creation
Unobserved heterogeneity
topic Latent profile analysis (LPA)
Customer profiles
Cross-cultural study
Idiosyncrasy
Brand value
Co-creation
Unobserved heterogeneity
description Service-dominant logic established that for the success of service industries, it is vital to acknowledge the customer as an active agent in the commercial ecosystem. To carry it out, the consumer must participate in value creation. The resource integration theory exposes the importance of recognizing the customer as an agent capable of improving the company’s competitive advantage. It is only necessary for the participants to perceive benefits to make their resources available and integrate them into the co-creation process. This study aims to find the key customer-based factors that influence the brand value co-creation (VCC) process in the banking sector, analyzing the dynamics in different customers across national cultures and idiosyncrasies. In this paper, we analyze the potential heterogeneous idiosyncrasy of customers and how it leads to becoming more engaged in the co-creation process. Quantitative research was performed in five countries, obtaining a total of 2,029 valid questionnaires where latent profile analyses and ANOVAs were performed to identify and describe the latent profiles (LPA) of consumer co-creators of brand value. Afterward, a PLS-SEM was performed to test the research model in each segment. The results show four different profiles of customer co-creators of brand value, from non-co-creators (detractors), skeptical and neutral, to customers committed to co-creating brand value with their banks. The results indicate that detractor customers lack the motivations and resources to carry out co-creation behaviors. On the other hand, creativity and connectedness were crucial for customers co-creators of value. To the authors’ understanding, no studies have used latent segmentation to find the profiles of customer co-creators of brand value.
publishDate 2022
dc.date.issued.none.fl_str_mv 2022-09-06
dc.date.accessioned.none.fl_str_mv 2023-06-21T22:22:57Z
dc.date.available.none.fl_str_mv 2023-06-21T22:22:57Z
dc.type.none.fl_str_mv article
dc.type.coar.fl_str_mv http://purl.org/coar/resource_type/c_6501
dc.type.coar.none.fl_str_mv http://purl.org/coar/resource_type/c_2df8fbb1
dc.type.driver.none.fl_str_mv info:eu-repo/semantics/article
dc.type.redcol.none.fl_str_mv http://purl.org/redcol/resource_type/ART
dc.type.coarversion.none.fl_str_mv http://purl.org/coar/version/c_71e4c1898caa6e32
format http://purl.org/coar/resource_type/c_2df8fbb1
dc.identifier.uri.none.fl_str_mv http://hdl.handle.net/10726/5030
dc.identifier.instname.none.fl_str_mv instname:Colegio de Estudios Superiores de Administración – CESA
dc.identifier.reponame.none.fl_str_mv reponame:Biblioteca Digital – CESA
dc.identifier.repourl.none.fl_str_mv repourl:https://repository.cesa.edu.co/
dc.identifier.eissn.none.fl_str_mv 1664-1078
dc.identifier.doi.none.fl_str_mv https://doi.org/10.3389/fpsyg.2022.988985
url http://hdl.handle.net/10726/5030
https://doi.org/10.3389/fpsyg.2022.988985
identifier_str_mv instname:Colegio de Estudios Superiores de Administración – CESA
reponame:Biblioteca Digital – CESA
repourl:https://repository.cesa.edu.co/
1664-1078
dc.language.iso.none.fl_str_mv eng
language eng
dc.relation.citationvolume.none.fl_str_mv 13
dc.relation.ispartofjournal.none.fl_str_mv Frontiers in Psychology
dc.rights.accessrights.none.fl_str_mv info:eu-repo/semantics/openAccess
dc.rights.local.none.fl_str_mv Abierto (Texto Completo)
dc.rights.coar.none.fl_str_mv http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
rights_invalid_str_mv Abierto (Texto Completo)
http://purl.org/coar/access_right/c_abf2
dc.publisher.none.fl_str_mv Frontiers Research Foundation
publisher.none.fl_str_mv Frontiers Research Foundation
institution Colegio de Estudios Superiores de Administración
repository.name.fl_str_mv Biblioteca Digital - CESA
repository.mail.fl_str_mv biblioteca@cesa.edu.co
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