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Effects of Waste Management Customer Online Value Co-Creation on Sanitation Attitude and Advocacy: A Customer-Enterprise Dyadic Perspective

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  • Joseph Frempong

    (School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China
    Center for West African Studies of University of Electronic Science and Technology of China, Chengdu 611731, China)

  • Junwu Chai

    (School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China
    Center for West African Studies of University of Electronic Science and Technology of China, Chengdu 611731, China)

  • Enock Mintah Ampaw

    (School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China)

Abstract

The study aims at establishing the benefits of actively utilizing the intangible resources of solid waste management customers in designing and implementing solid waste collection services, using the social media platforms. While Ghana generates high volumes of solid waste on a daily basis, less than half of it is effectively collected and disposed of. This calls for the adoption of innovative strategies to better connect and serve customers. Adopting a marketing approach to solid waste management has not been given much needed attention in Ghana and Africa, and this research sought to contribute in that direction. There is high usage of mobile telephony services in Ghana which a waste firm can explore to change negative attitude to waste disposal by the populace. Online co-creation is seen as a modern marketing approach leading to behavioral change in consumers. In this regard, the study looked at customer online co-creation in the solid waste collection sector in Ghana. The study adopted the survey strategy using structured questionnaire as the measure instrument, and data analyzed using both the structural equation model (SEM) and hierarchical multiple regression. The key findings are that customer intangible resources (online experience and skills) can be tapped by waste firms to co-create services that would generate positive attitude towards sanitation issues and the willingness to advocate the services and programs of the firm. Similarly, waste firms must invest in well-functioning and information rich digital platforms, and to devise innovative strategies to direct traffic to these platforms for effective customer participation.

Suggested Citation

  • Joseph Frempong & Junwu Chai & Enock Mintah Ampaw, 2018. "Effects of Waste Management Customer Online Value Co-Creation on Sanitation Attitude and Advocacy: A Customer-Enterprise Dyadic Perspective," Sustainability, MDPI, vol. 10(7), pages 1-21, July.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:7:p:2557-:d:159175
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    References listed on IDEAS

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    Cited by:

    1. Michał Kucia & Grzegorz Hajduk & Grzegorz Mazurek & Nina Kotula, 2021. "The Implementation of New Technologies in Customer Value Management—A Sustainable Development Perspective," Sustainability, MDPI, vol. 13(2), pages 1-16, January.
    2. Christian Narh Opata & Wen Xiao & Angela Abena Nusenu & Stephen Tetteh & Tettey-Wayo John Narh, 2020. "Customer Value Co-Creation in the Automobile Industry: Antecedents, Satisfaction, and Moderation," SAGE Open, , vol. 10(3), pages 21582440209, August.

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