Consequences of Value Co-Creation on Customers in Three Service Sectors

Service-Dominant Logic focuses on service, relationships, and interactions among actors and resources, leading to idiosyncratic value co-creation (VCC). However, there is uncertainty about the consequences of this co-creation on the customer and whether they are generalized across different service sectors. Therefore, this article investigates VCC and its potential consequences for the customer. At the customer level, we adopt the DART model of VCC and its various relationship with constructs Satisfaction and Trust and those of these constructs with construct Loyalty. We encompass customers from banks, mobile services, and higher education in Brazil, conducting an online survey with 1012 consumers. From the conceptual model, seven hypotheses were developed, of which five had their relationships supported. Structural Equation Modeling supports the relationships between VCC (on one hand), and Trust (Affective and Cognitive), and Satisfaction (on the other), as well as the predictive roles of the latter two concepts on Loyalty. However, there are similarities and differences among customers in the three sectors in these relationships. This study highlights important aspects of the value co-creation process in the three analyzed services. It also emphasizes the importance of the relationship among process actors, highlighting the active participation of customers throughout the entire value co-creation.

KEYWORDS:
Value Co-creation; Satisfaction; Trust; Loyalty