Asian Journal of Management

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Customer Value Co-Creation behavior as a Determinant of Service Loyalty:Evidence from Banking Services


Affiliations
1 Research Scholar, Department of Marketing and Strategy, ICFAI Business School, IFHE, Shakarpally Road, Hyderabad-501203, India
     

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The study empirically investigates the relationship between co-creation behavior and service loyalty. The above relationship was studied from the customer’s perspective. The study uses structural equation modeling to analyze the hypotheses. The sample consisted of 402 banking service users, who have responded to the questionnaire. The results indicate that co-creation behavior influences customer’s loyalty toward the banking service provider.

Keywords

Co-Creation Behavior, Value Co-Creation, Service Loyalty, Behavioral Loyalty, Attitudinal Loyalty.
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  • Customer Value Co-Creation behavior as a Determinant of Service Loyalty:Evidence from Banking Services

Abstract Views: 262  |  PDF Views: 0

Authors

B. Radhakrishna
Research Scholar, Department of Marketing and Strategy, ICFAI Business School, IFHE, Shakarpally Road, Hyderabad-501203, India

Abstract


The study empirically investigates the relationship between co-creation behavior and service loyalty. The above relationship was studied from the customer’s perspective. The study uses structural equation modeling to analyze the hypotheses. The sample consisted of 402 banking service users, who have responded to the questionnaire. The results indicate that co-creation behavior influences customer’s loyalty toward the banking service provider.

Keywords


Co-Creation Behavior, Value Co-Creation, Service Loyalty, Behavioral Loyalty, Attitudinal Loyalty.