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The service-dominant logic revisited: the role of purchase frequency in changing the dynamics of value co-creation

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Listed:
  • Jairo Salas-Paramo
  • Diana Escandon-Barbosa
  • Maria Del Carmen Alarcón-Del Amo
  • Josep Rialp-Criado

Abstract

This study analyses the effect of the moderation of the fashion and car industries between the individual and social precedents that influence value co-creation and its effect in consumer company identification. It draws on both the service-dominant logic perspective and social identity theory to understand how individual and social factors influence participation in value co-creation processes. It uses a multi-group structural equation model (SEM) on a sample of 400 consumers in the fashion and car industries in Colombia. Among the main findings is that value co-creation has influence depending on the industry in which activities are carried out to generate value. For the fashion industry, it is possible that value co-creation influences identification with the company, as well as altruism and pro-social behaviour. For the car industry, in contrast, only the consumer's involvement in the processes of value co-creation becomes a mechanism that allows such identification with the company.

Suggested Citation

  • Jairo Salas-Paramo & Diana Escandon-Barbosa & Maria Del Carmen Alarcón-Del Amo & Josep Rialp-Criado, 2021. "The service-dominant logic revisited: the role of purchase frequency in changing the dynamics of value co-creation," International Journal of Business Environment, Inderscience Enterprises Ltd, vol. 12(4), pages 389-409.
    • Handle: RePEc:ids:ijbenv:v:12:y:2021:i:4:p:389-409
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