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Customer Participation: Mandatory or Voluntary Behaviour?

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  • Ida Ercsey

    (Széchenyi István University)

Abstract

Service providers need to develop a competitive advantage in the market. One strategy is value co-creation, which means a mutual creation of value and experience. Two types of the customer value co-creation behavior have been identified; consumer participation behaviour and consumer citizenship behaviour. In our research we conducted a survey with two generation groups. We applied factor analyses and determined the factors of customer participation and citizenship behaviour. The findings can be used to identify the level of consumer value co-creation and to segment the service market. Keywords: value co-creation; consumer participation behaviour; consumer citizenship behaviour; Generations Y and X

Suggested Citation

  • Ida Ercsey, 2016. "Customer Participation: Mandatory or Voluntary Behaviour?," Theory Methodology Practice (TMP), Faculty of Economics, University of Miskolc, vol. 12(01), pages 27-36.
    • Handle: RePEc:mic:tmpjrn:v:12:y:2016:i:01:p:27-36
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    File URL: http://tmp.gtk.uni-miskolc.hu/volumes/2016/01/TMP_2016_01_04.pdf
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    References listed on IDEAS

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    1. Andreu, Luisa & Sánchez, Isabel & Mele, Cristina, 2010. "Value co-creation among retailers and consumers: New insights into the furniture market," Journal of Retailing and Consumer Services, Elsevier, vol. 17(4), pages 241-250.
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    Cited by:

    1. Yi, Ho-Taek & Yeo, ChanKoo & Amenuvor, Fortune Edem & Boateng, Henry, 2021. "Examining the relationship between customer bonding, customer participation, and customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).

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    More about this item

    Keywords

    value co-creation; consumer participation behaviour; consumer citizenship behaviour; Generations Y and X;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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