Investigating the Role of Customer Co-Creation Behavior on Social Media Platforms in Rendering Innovative Services
Abstract
:1. Introduction
2. Theoretical Background and Hypotheses
2.1. Value Co-Creation Behavior
2.1.1. Value Co-Creation Behavior and Rendering Innovative Services
2.1.2. Customer Citizenship Behavior
2.1.3. Customer Participation Behavior
2.2. Social Co-Creation as the Moderator
2.3. Theoretical Framework
3. Materials and Methods
3.1. Sample Size and Variable Measurement
3.2. Validity and Reliability
4. Results
5. Discussion
5.1. Managerial Implications
5.2. Theoretical Implications
5.3. Conclusions
5.4. Limitations and Future Research
Author Contributions
Funding
Conflicts of Interest
Appendix A. Research Questions
- I have asked others and searched for information on where this service is located and what it offers.
- I have paid attention to how others behave to use this service well.
- 3.
- I clearly explained what I wanted the employee to do and answered all the employee’s service-related questions.
- 4.
- I gave the employee proper information and provided necessary information so that the employee could perform his or her duties.
- 5.
- I performed all the tasks that are required and adequately completed all the expected behaviors.
- 6.
- I fulfilled responsibilities to the business and followed the employee’s directives or orders.
- 7.
- I was friendly and kind to the employee.
- 8.
- I was polite and courteous to the employee.
- 9.
- If I have a useful idea on how to improve service, I let the employee know.
- 10.
- When I receive good service from the employee or experience a problem, I comment about and let them know it.
- 11.
- I said positive things about their services and the employee to others.
- 12.
- I recommended XYZ and the employee to others and encouraged friends and relatives to use their services.
- 13.
- I assist other customers if they need my help or seem to have problems.
- 14.
- I teach other customers to use the service correctly and give advice to other customers.
- 15.
- If service is not delivered as expected or on time, I would be willing to adapt.
- 16.
- If the employee makes a mistake during service delivery, I would be willing to be patient.
- 17.
- Customers perceive the service feature as novel.
- 18.
- The benefits the service offers are new to the customers.
- 19.
- The service introduced many completely new features to the market.
- 20.
- The service shows an unconventional way of solving problems.
- 21.
- The service is brand new, never seen in the market before.
- 22.
- I use my friends’ recommendations on social media networks to become motivated and buy a service, and their behaviour is important for me.
- 23.
- Popularity of the individuals on social media networks makes me use similar services.
- 24.
- Current trends on social media networks makes me more engaged in those platforms and use specific services.
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Constructs | Outer Loadings | VIF | AVE | CR | DG rho | Model Type |
---|---|---|---|---|---|---|
Customer Participation Behavior (SD = 0.581, M = 4.314) | 0.592 | 0.920 | 0.907 | Reflective | ||
CPB 1 | 0.805 | 2.198 | ||||
CPB 2 | 0.855 | 3.298 | ||||
CPB 3 | 0.791 | 2.583 | ||||
CPB 4 | 0.770 | 2.011 | ||||
CPB 5 | 0.640 | 1.569 | ||||
CPB 6 | 0.808 | 2.452 | ||||
CPB 7 | 0.692 | 1.774 | ||||
CPB 8 | 0.770 | 2.039 | ||||
Customer Citizenship Behavior (SD = 0.583, M = 4.308) | 0.546 | 0.905 | 0.883 | Reflective | ||
CCB 1 | 0.794 | 2.671 | ||||
CCB 2 | 0.791 | 2.674 | ||||
CCB 3 | 0.742 | 2.047 | ||||
CCB 4 | 0.811 | 2.593 | ||||
CCB 5 | 0.620 | 1.704 | ||||
CCB 6 | 0.685 | 1.772 | ||||
CCB 7 | 0.717 | 1.646 | ||||
CCB 8 | 0.729 | 1.775 | ||||
Social co-creation (SD = 0.658, M = 4.357) | 0.691 | 0.899 | 0.860 | Reflective | ||
SCC 1 | 0.814 | 1.619 | ||||
SCC 2 | 0.865 | 2.443 | ||||
SCC 3 | 0.838 | 2.109 | ||||
SCC 4 | 0.806 | 1.918 | ||||
Service Innovativeness (SD = 0.556, M = 4.391) | 0.614 | 0.888 | 0.849 | Reflective | ||
SI 1 | 0.817 | 1.855 | ||||
SI 2 | 0.743 | 1.704 | ||||
SI 3 | 0.784 | 1.886 | ||||
SI 4 | 0.754 | 1.699 | ||||
SI 5 | 0.817 | 1.910 |
Constructs | CCB | CPB | SI | SCC |
---|---|---|---|---|
CCB | 0.739 | |||
CPB | 0.734 | 0.769 | ||
SI | 0.720 | 0.693 | 0.783 | |
SCC | 0.617 | 0.674 | 0.710 | 0.831 |
Variable | R2 | R2 Adjusted | CC-Red | CC-Com | AIC | BIC | HQ |
---|---|---|---|---|---|---|---|
CCB | - | - | - | 0.416 | - | - | - |
CPB | - | - | 0.515 | 0.474 | - | - | - |
SI | 79.4% | 79.2% | 0.447 | 0.419 | −786.867 | −761.556 | −776.961 |
SCC | - | - | - | 0.475 | - | - | - |
Hypotheses | Path Coefficient | SD | t-Statistics | p-Value | DECISION |
---|---|---|---|---|---|
H1 (CCB-SI) | 0.252 | 0.072 | 3.506 *** | 0.000 | Supported |
H2 (CPB-SI) | 0.176 | 0.049 | 3.577 *** | 0.000 | Supported |
H3 (CCB*SCC-SI) | 0.405 | 0.066 | 6.178 *** | 0.000 | Supported |
H4 (CPB*SCC-SI) | −0.515 | 0.052 | 9.990 *** | 0.000 | Supported |
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Moghadamzadeh, A.; Ebrahimi, P.; Radfard, S.; Salamzadeh, A.; Khajeheian, D. Investigating the Role of Customer Co-Creation Behavior on Social Media Platforms in Rendering Innovative Services. Sustainability 2020, 12, 6926. https://doi.org/10.3390/su12176926
Moghadamzadeh A, Ebrahimi P, Radfard S, Salamzadeh A, Khajeheian D. Investigating the Role of Customer Co-Creation Behavior on Social Media Platforms in Rendering Innovative Services. Sustainability. 2020; 12(17):6926. https://doi.org/10.3390/su12176926
Chicago/Turabian StyleMoghadamzadeh, Ali, Pejman Ebrahimi, Soodabeh Radfard, Aidin Salamzadeh, and Datis Khajeheian. 2020. "Investigating the Role of Customer Co-Creation Behavior on Social Media Platforms in Rendering Innovative Services" Sustainability 12, no. 17: 6926. https://doi.org/10.3390/su12176926