The Influence of Cooperative Literacy on Value Co-Creation Behavior and Loyalty of Cooperative Members: A Proposed Conceptual Framework

In recent decades, researchers have shown significant interest in value co-creation behavioral studies. Studies have shown that value co-creation plays a crucial role in the development and sustainability of retail industry. While recent research primarily concentrates on defining the dimensions of value co-creation and its precursors, there is still a gap in understanding its influence towards relational marketing aspects. Applying the Service Dominant (S-D) Logic theory supported by Experiential Learning theory, this paper intends to propose a value co-creation behavioral framework with the inclusion of cooperative literacy and members’ loyalty in the context of consumer cooperatives in Sarawak. While previous research has examined the connection between value co-creation behavior and loyalty, there has been limited studies that looking into knowledge factor particularly on knowledge literacy as a moderator. Furthermore, the application of the aforementioned concepts within the context of cooperatives in developing markets remains unclear. Hence to address this gap, this conceptual paper intends to propose a value co-creation behavioral framework with the inclusion of cooperative literacy and members loyalty through the lens of consumer cooperative in developing markets.