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Exploring the effects of value co-creation strategies in event services on attendees’ citizenship behaviors: The roles of customer empowerment and psychological ownership

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  • Zhang, Xingyi
  • Singh, Smita
  • Li, Jing
  • Shao, Xiaolong

Abstract

Event attendees' citizenship behaviors play a vital role in shaping their experiences. This research explored the effects of value co-creation strategies in events on attendees' citizenship behaviors by examining the mediating roles of attendees' senses of empowerment and psychological ownership. The results indicated that events' value co-creation strategies positively influence attendees’ sense of empowerment, which, in turn, predicts their citizenship behaviors through their psychological ownership of the event. Additionally, the study confirmed that the effects of value co-creation strategies varied between first-time and repeat attendees. These findings can help businesses optimize their events to foster positive attendee experiences and behaviors.

Suggested Citation

  • Zhang, Xingyi & Singh, Smita & Li, Jing & Shao, Xiaolong, 2024. "Exploring the effects of value co-creation strategies in event services on attendees’ citizenship behaviors: The roles of customer empowerment and psychological ownership," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    • Handle: RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923003703
    DOI: 10.1016/j.jretconser.2023.103619
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    References listed on IDEAS

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