The development and validation of a customer value co-creation behavior scale

Youjae Yi, Taeshik Gong

Research output: Contribution to conferenceProceeding

Abstract

This investigation reports a series of four studies leading to the development and validation of the customer value co-creation behavior scale, a measure with important implications for managing customer value co-creation behavior. 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, while 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. The customer value co-creation behavior scale offers managers a means of obtaining strategic information and can aid in selecting and socializing customers to facilitate value co-creation behavior. The customer value co-creation behavior scale is useful for evaluating and rewarding customer performance as it relates to different aspects of customer value co-creation behavior. If a firm regularly assesses and rewards activities through formal evaluation, customers will be more likely to engage in value co-creation behavior. Firms might integrate customer value co-creation behavior evaluation into loyalty programs, such as those of hotels, airlines, department stores, and car rental companies.
LanguageEnglish
Publication statusPublished - Sep 2010
EventGlobal Marketing Conference - Tokyo, Japan
Duration: 9 Sep 201012 Sep 2010

Conference

ConferenceGlobal Marketing Conference
CountryJapan
CityTokyo
Period9/09/1012/09/10

Fingerprint

Value co-creation
Customer value
Citizenship behavior
Customer participation
Evaluation
Car
Information seeking
Advocacy
Managers
Interaction
Hotels
Internal consistency
Construct validity
Tolerance
Airlines
Information sharing
Department stores
Loyalty programs
Reward

Keywords

  • development
  • validation
  • customer value
  • co-creation behavior
  • customer participation behavior
  • customer citizenship behavior
  • customer performance

Cite this

Yi, Y., & Gong, T. (2010). The development and validation of a customer value co-creation behavior scale. Global Marketing Conference, Tokyo, Japan.
Yi, Youjae ; Gong, Taeshik. / The development and validation of a customer value co-creation behavior scale. Global Marketing Conference, Tokyo, Japan.
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note = "Global Marketing Conference ; Conference date: 09-09-2010 Through 12-09-2010",

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Yi, Y & Gong, T 2010, 'The development and validation of a customer value co-creation behavior scale' Global Marketing Conference, Tokyo, Japan, 9/09/10 - 12/09/10, .

The development and validation of a customer value co-creation behavior scale. / Yi, Youjae; Gong, Taeshik.

2010. Global Marketing Conference, Tokyo, Japan.

Research output: Contribution to conferenceProceeding

TY - CONF

T1 - The development and validation of a customer value co-creation behavior scale

AU - Yi, Youjae

AU - Gong, Taeshik

PY - 2010/9

Y1 - 2010/9

N2 - This investigation reports a series of four studies leading to the development and validation of the customer value co-creation behavior scale, a measure with important implications for managing customer value co-creation behavior. 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, while 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. The customer value co-creation behavior scale offers managers a means of obtaining strategic information and can aid in selecting and socializing customers to facilitate value co-creation behavior. The customer value co-creation behavior scale is useful for evaluating and rewarding customer performance as it relates to different aspects of customer value co-creation behavior. If a firm regularly assesses and rewards activities through formal evaluation, customers will be more likely to engage in value co-creation behavior. Firms might integrate customer value co-creation behavior evaluation into loyalty programs, such as those of hotels, airlines, department stores, and car rental companies.

AB - This investigation reports a series of four studies leading to the development and validation of the customer value co-creation behavior scale, a measure with important implications for managing customer value co-creation behavior. 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, while 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. The customer value co-creation behavior scale offers managers a means of obtaining strategic information and can aid in selecting and socializing customers to facilitate value co-creation behavior. The customer value co-creation behavior scale is useful for evaluating and rewarding customer performance as it relates to different aspects of customer value co-creation behavior. If a firm regularly assesses and rewards activities through formal evaluation, customers will be more likely to engage in value co-creation behavior. Firms might integrate customer value co-creation behavior evaluation into loyalty programs, such as those of hotels, airlines, department stores, and car rental companies.

KW - development

KW - validation

KW - customer value

KW - co-creation behavior

KW - customer participation behavior

KW - customer citizenship behavior

KW - customer performance

M3 - Proceeding

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Yi Y, Gong T. The development and validation of a customer value co-creation behavior scale. 2010. Global Marketing Conference, Tokyo, Japan.