Does Value Co-creation impacts Customer Loyalty and Repurchase Intention?

Reema Frooghi


Purpose – The purpose of this paper is to study the relationship between value co-creation and how it impacts customer satisfaction and customer loyalty leading towards the repurchase intention of the customer. The investigation is conducted among the young mobile phone users within the private sector university of Karachi.

Design / Methodology / Approach – The research utilizes path analysis to test the hypothesis and achieve the objectives of the research conducted. In total, 172 completed and usable questionnaires were received from respondents comprising of the young university going mobile phone users. Convenience sampling was used for selection of the sample.   

Findings – The results achieve via path analysis revealed that Customer Perceived Vale and Customer Trust positively impact Value Co-creation which results in Customer Satisfaction and Customer Loyalty and ultimately the repurchase intention of the customer.

Research Limitations / Implications – This research contributes significantly towards developing strategies for increasing customer satisfaction and customer loyalty within the telecommunication industry of the country. This study can be replicated within other service sectors and also other age groups residing in the same service sector.

Originality / Value – The research conducted provides a unique perspective of Value Co-creation in 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 sector and also it can be applied to other age groups.

Keywords – Service Dominant Logic. Value Co-creation, Customer Satisfaction, Customer Loyalty, Repurchase Intention, Service Sector of Pakistan, Customer Participation Behavior, Customer Citizenship Behavior

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