The influence of value co-creation on customer loyalty, behavioural intention, and customer satisfaction in emerging markets
| Autor | Mehran Kamali, Hadi Zarea, Zhan Su, Saeideh Soltani |
| Cargo | MA., Online MBA staff, Business School, University of Otago, Dunedin, New Zealand. Email: mehran.kamali@otago.ac.nz ORCID: https://orcid.org/0000-0002-2188-8171 - PhD student. Faculty of business administration, Laval University, Quebec, Canada. Email: hadi.zarea.1@ulaval.ca ORCID: https://orcid.org/0000-0001-8970-6744 - Full Professor Faculty... |
| Páginas | 5-24 |
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AD-MINISTER
MEHRAN KAMALI1
HADI ZAREA2*
ZHAN SU3
SAEIDEH SOLTANI4
JEL: I21, I23, M1
Received: 12/01/202 1
Modified: 25/04/202 1
Accepted: 21/05/2021
DOI: https://doi.org/10.17230/
Ad-minister.39.1
The influence of value co-creation on customer
loyalty, behavioural intention, and customer
satisfaction in emerging markets
La influencia de la co-creación de valor en la lealtad del cliente, la intención de
comportamiento y la satisfacción del cliente en los mercados emergentes
ABSTRACT
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.
KEYWORDS
Customer value co-creation, Customer satisfaction, Behavioural tendencies, Customer behavioural
loyalty, Customer attitudes loyalty.
RESUMEN
Una de las principales tendencias actuales en la industria de los medios de comunicación es la co-
creación de valor para el cliente. La participación de los usuarios puede afectar significativamente a
las organizaciones de medios informativos. Este estudio examina el impacto de la co-creación de valor
en la lealtad, la satisfacción y las tendencias de comportamiento de los consumidores de medios de
comunicación, utilizando una encuesta de los usuarios de la plataforma de noticias My Fars. El modelo
conceptual de este estudio se desarrolla y prueba mediante el uso de datos de encuestas de 283 usuarios
de la campaña de noticias en Fars News y se emplea el modelo de ecuaciones estructurales (MES o
SEM, por sus siglas en inglés) para probar simultáneamente las relaciones hipotetizadas. Los resultados
muestran que la participación de los usuarios en la co-creación de valor afecta significativamente su
satisfacción, lealtad y tendencias de comportamiento.
AD-minister Nº. 39 july - december 2021 pp. 5 - 24 · ISSN 1692-0279 · eISSN 2256-4322
1 MA., Online MBA sta, Business School, University of Otago, Dunedin, New Zealand.
Email: Mehran.kamali@otago.ac.nz ORCID: https://orcid.org/0000-0002-2188-8171
2 PhD student. Faculty of business administration, Laval University, Quebec, Canada. Email:
hadi.zarea.1@ulaval.ca ORCID: https://orcid.org/0000-0001-8970-6744
3 Full Professor Faculty of business administration, Laval University, Quebec, Canada. Email:
Zhan.Su@fsa.ulaval.ca ORCID: https://orcid.org/0000-0002-6360-4026
4 MA., Faculty of Management, University of Tehran, Tehran, Iran.
Email: Saeideh.soltaani@alumni.ut.ac.ir ORCID: https://orcid.org/0000-0002-5847-4319
Mehran Kamali · Hadi Zarea · Zhan Su · Saeideh Soltani
The influence of value co-creation on customer loyalty, behavioural intention, and customer satisfaction in emerging markets
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AD-MINISTER
PALABRAS CLAVE
Co-creación de valor para el cliente, satisfacción del cliente, tendencias de comportamiento, lealtad del
comportamiento del cliente, lealtad de las actitudes del cliente.
1. INTRODUCTION
Recent improvements in technology have not only influenced the management
of businesses and business models but have also facilitated customers’ access to
information and data of firms (Opata et al., 2020) As a result, now more than ever,
customers play an important role in creating value for firms (Galvagno & Dalli, 2014;
Opata et al., 2020; Vargo & Lusch, 2016). In Goods Dominant Logic (GDL), the focus
is on providing goods and services without heeding the tendencies and preferences
of customers (Vargo & Lusch, 2008) while in the core concept of Service-Dominant
Logic (SDL) customers are seen as the co-creators of value.
New med ia organizations and activists have faced challenges such as a
change in user behaviour and increased user expectations in this regard. This
has prompted them to identify new strategic approaches to achieve sustainable
competitive advantage (Aboyee Ardakan & Ghanbary, 2020; Khajeheian et al.,
2018) and meet the needs of their customers (Cossío-Silva et al., 2016; Shaw et al.,
2011). The emergence of Service-Dominant Logic (SDL) has led to a change in the
marketing paradigm and a new approach to the participation of customers in value
creation (Rahmanseresht et al., 2018).
The concept of value co-creation focuses on participatory measures and the
necessities of organizations and customers to develop solutions to meet the needs of
customers and create value (Hamidi et al., 2020; Moghadamzadeh et al., 2020). This
is considered a strategic issue since the formation of common values with customers
requires planning, alignment, implementation and control of extensive measures at
various levels of the organization, (Rahmanseresht et al., 2018).
News media users may participate in co-creation activities to increase their
expected benefits by engaging in services that are more compatible with their needs
(Prebensen et al., 2016). When users of news outlets receive a high level of value, they
express positive behavioural tendencies (Khajeheian & Friedrichsen, 2017; Ghanbary
et al., 2021 ). The perceived value encourages them to reuse the news media platform
in the future, triggering a positive reaction to word of mouth and as a result, which
plays a crucial role in customer loyalty (Ebrahimi et al., 2020).
In addition, value co-creation influences customer satisfaction, which is one of the
primary aspects the managers should address. Managers try to satisfy the customers in
order to gain a competitive advantage in the market (Cuong, 2020; Yu & Ramanathan,
2012). Customer satisfaction leads to enhanced opportunities of reusing news media,
garnering positive and encouraging recommendations of the organization. Therefore,
customer satisfact ion triggers customer l oyalty (Cuong & Long, 2020).
As a source of competitive advantage, custo mer loyalty is one of the best assets
to an organization in terms of attitudes and behaviour. Therefore, loyalty in both
terms is important for market knowledge development and the activities of the
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