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Nexus of Value Co-Creation Dimensions: Moderating Role of Customer Trust using Mixed Methods

Author

Listed:
  • Atswenbuma AGYO

    (Federal University Wukari)

  • Andy Fred WALI

    (Rivers State University)

  • Sunday Ijuo UKPATA

    (Federal University Wukari)

Abstract

The goal of this study was to explain the relationship between customers’ participatory and citizenship behaviors and the moderating effect of customer trust. Four specific objectives, four research questions, and four hypotheses were developed to explain the relationships. For the purpose of complementarity, the mixed-methods approach was adopted and 385 customer samples were randomly selected from customers of 15 commercial banks in a northeastern state in Nigeria and a questionnaire instrument was administered using a Google online form. For the qualitative stream, 7 customers who had business and utility accounts and over 15 years of banking residency were purposefully selected and interviewed. The Process Macro statistical tool was used to analyze the quantitative hypotheses, while thematic template analysis was used to analyze interview data in NVivo R20 software to triangulate findings. The findings of the study indicate a significant relationship between customer participatory behavior and customer citizenship behavior of commercial bank customers. The finding also showed that customers' trust does significantly moderate the relationship between the value co-creation dimensions. It revealed that the banks with limited employees’ strength when compared with customers-ratio outweigh employees’ effectiveness, thus leading to inefficiencies and unethical disposition of the employees. The study therefore recommends that commercial banks strengthen their value-creative policy by improving network efficiencies and employees' service delivery packages to encourage customers to build service trust and reciprocate in value co-creation participation.

Suggested Citation

  • Atswenbuma AGYO & Andy Fred WALI & Sunday Ijuo UKPATA, 2025. "Nexus of Value Co-Creation Dimensions: Moderating Role of Customer Trust using Mixed Methods," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(2), pages 41-57, June.
    • Handle: RePEc:aes:jetimm:v:1:y:2025:i:2:p:41-57
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    References listed on IDEAS

    as
    1. Baoliang Hu & Wei Huang & Shuai Yan & Guang Liu & Tao Zhang, 2020. "Business Model Design and Customer Loyalty: The Mediating Role of Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(17), pages 1-14, August.
    2. Assiouras, Ioannis & Skourtis, George & Giannopoulos, Antonios & Buhalis, Dimitrios & Koniordos, Michalis, 2019. "Value co-creation and customer citizenship behavior," Annals of Tourism Research, Elsevier, vol. 78(C), pages 1-1.
    3. Svenja Damberg & Manfred Schwaiger & Christian M. Ringle, 2022. "What’s important for relationship management? The mediating roles of relational trust and satisfaction for loyalty of cooperative banks’ customers," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(1), pages 3-18, March.
    4. Won‐Moo Hur & Hanna Kim & Hyun Kyung Kim, 2018. "Does customer engagement in corporate social responsibility initiatives lead to customer citizenship behaviour? The mediating roles of customer‐company identification and affective commitment," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1258-1269, November.
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    JEL classification:

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

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