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An empirical investigation of value co-creation on customer loyalty: mediating role of customer trust

Author

Listed:
  • Tehreem Pervez
  • Kausar Fiaz Khawaja
  • Muddassar Sarfraz

Abstract

This research investigates the mediating role of customer trust between value co-creation (enjoyment, economic, relational) and customer loyalty. For this study, a survey was conducted, and data were collected from the 354 customers who visit different restaurants, café, and hotels of Islamabad and Rawalpindi (Pakistan). Confirmatory factor analysis, reliability and validity analysis, and mediation analysis were conducted for hypothesis testing. The results show that value co-creation (enjoyment, economic, relational) positively influences customer loyalty; and is mediated by customer trust. Hence, all hypotheses were approved. The future research direction and study limitations are mentioned.

Suggested Citation

  • Tehreem Pervez & Kausar Fiaz Khawaja & Muddassar Sarfraz, 2022. "An empirical investigation of value co-creation on customer loyalty: mediating role of customer trust," International Journal of Economics and Business Research, Inderscience Enterprises Ltd, vol. 23(1), pages 56-67.
    • Handle: RePEc:ids:ijecbr:v:23:y:2022:i:1:p:56-67
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