The influence of value co-creation on customer loyalty, behavioural intention, and customer satisfaction in emerging markets

One of the current major trends in the media industry is customer value co-creation. User participation can significantly affect news media organisations. This study examines the impact of value co-creation on the loyalty, satisfaction, and behavioural tendencies of media consumers, using a survey of users of My Fars news platform. The conceptual model of this study is developed and tested by using survey data from 283 users of the news campaign in Fars News and Structural Equation Modelling (SEM) is employed to simultaneously test the hypothesized relationships. The results show that user participation in value co-creation significantly affects their satisfaction, loyalty, and behavioural tendencies.

• Autores: Kamali, Mehran; Zarea, Hadi; Su, Zhan; Soltani, Saeideh
• Fecha de publicación: 2021
• Institución: Universidad EAFIT
• Repositorio: Repositorio EAFIT
• Idioma: eng
• OAI Identifier: oai:repository.eafit.edu.co:10784/30975
• Acceso en línea: http://hdl.handle.net/10784/30975
• Palabra clave: Customer value co-creation; Customer satisfaction; Behavioural tendencies; Customer behavioural loyalty; Customer attitudes loyalty; Co-creación de valor para el cliente; Satisfacción del cliente; Tendencias de comportamiento; Lealtad del comportamiento del cliente; Lealtad de las actitudes del cliente
• License: Copyright © 2021 Mehran Kamali, Hadi Zarea, Zhan Su, Saeideh Soltani