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Effects of Customer Value Co-Creation on Customer Loyalty in the Nigerian Service Industry

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  • Ogechukwu Maduka

Abstract

The purpose of this study is to ascertain the effects of customer value co-creation on customer loyalty in the service industry and IBTC pension was used to represent the service industry in Nigeria. Time has passed when firms act autonomously in designing products, developing products, creating marketing messages and so on with little or no interface from or interaction with customers. Now customers seek to exercise their influence in every part of the business system. This has led to the impending question, “can involving customers in the creation of service make them loyal”? The components of the DART Model (Dialogue, Access, Risk Assessment and Transparency) were applied to the Nigerian setting to determine customer loyalty in the pensions industry. The study adopted survey design method conducted among individual customers and staff of IBTC pension. Structured questionnaire was used to generate data for the study. Multiple Regression was used to test the hypotheses generated for the study.

Suggested Citation

  • Ogechukwu Maduka, 2016. "Effects of Customer Value Co-Creation on Customer Loyalty in the Nigerian Service Industry," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(12), pages 1-77, November.
    • Handle: RePEc:ibn:ijbmjn:v:11:y:2016:i:12:p:77
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    References listed on IDEAS

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    1. Zhang, Xiang & Chen, Rongqiu, 2008. "Examining the mechanism of the value co-creation with customers," International Journal of Production Economics, Elsevier, vol. 116(2), pages 242-250, December.
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    Cited by:

    1. Abdullah Uslu & Gözde Seval Ergün, 2021. "The Moderator Effect of the Perception of Value Co-Creation on the Relationship between Hotel Brand Equity and WOM," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 14(2), pages 149-164.

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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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