Impacts of Customer Participation Behavior on Customer Satisfaction and Behavioral Intentions Based on Co-creation Perspective

Abstract

Abstract:

Under the co-creation mode, the role between firms and customers has changed. The customer participation behavior presents new characteristics. This paper constructs new dimensions of the customer participation based on the co-creation and focuses on the mechanism of how consumer participation influences customer satisfaction and behavioral intentions. Conclusions of the research indicate that from the co-creation perspective, different dimensions of customer participation has different contribution to the co-created customer value; co-created customer value has a mediating effect both between the customer participation and customer satisfaction and between the customer participation and customer behavioral intentions; perceived staff support, the symbol variate of interaction quality, has a partial positive moderating effect between customer participation and co-creating customer value. Based on the research results, this paper provides suggestions on marketing management under the co-creation mode and proposes potential directions for future researches.

Key words: co-creation, consumer participation, co-created customer value, perceived staff support

Wu Wenzhen, Chen Qijie. Impacts of Customer Participation Behavior on Customer Satisfaction and Behavioral Intentions Based on Co-creation Perspective[J]. , 2017, 29(9): 167-180.

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