DOES VALUE CO-CREATION IMPACTS CUSTOMER LOYALTY AND REPURCHASE INTENTION

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Volume 15 Issue 1 2019

Author(s):

Reema Frooghi
PhD Scholar, Iqra University.
reemafrooghi@yahoo.com

Zaki Rashidi
Director ORIC, Iqra University.
zaki@iqra.edu.pk
Abstract The study conducted is focused on analyzing the association between value co-creation and its association towards customer satisfaction and ultimately customer loyalty driving towards customer’s repurchase intention. The investigation is carried out among the young mobile phone users, the respondents being from the Private Universities of Karachi. The research utilizes path analysis to test the hypotheses and achieve the objectives of the research conducted. In total, 172 completed and usable questionnaires were received from respondents comprising of young university-going mobile phone users. Convenience sampling has used a selection of the sample. The results achieved via path analysis revealed that Customer Perceived Value and Customer Trust positively impact Co-creation of Value which results in Customer Satisfaction and Customer Loyalty and ultimately customers repurchase intention. This research contributes significantly towards developing strategies for increasing the satisfaction and loyalty pattern of the customer within the telecommunication industry of the country. This conducted research can further be replicated within other service sectors and also other age groups residing in the same service sector. The research conducted delivers an inimitable perspective of Value Co-creation in the Pakistan Telecommunication sector which has been not much covered in the given geographic area. The model can be further used in understanding consumer behavior in other service sectors and also it can be applied to other age groups.
Keywords Service-Dominant Logic, Customer Loyalty, Value Co-creation, Customer Satisfaction, Repurchase Intention, Customer Citizenship Behavior, Customer Participation Behavior and Service Sector of Pakistan
Year 2019
Volume 15
Issue 1
Type Research paper, manuscript, article
Recognized by Higher Education Commission of Pakistan, HEC
Category "Y"
Journal Name IBT Journal of Business Studies
Publisher Name ILMA University
Jel Classification L68
DOI http://dx.doi.org/10.46745/ilma.jbs.2019.15.01.01
ISSN no (E, Electronic) 2409-6520
ISSN no (P, Print) 2416-8393
Country Pakistan
City Karachi
Institution Type University
Journal Type Open Access
Type of Review Double Blind Peer Reviewed
Format PDF
Paper Link http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/15.1/1.pdf
Page 1-18
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