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The Effect of Customer Citizenship Behavior on Customer Perceived Value in Value Co-creation: The Mediating Role of Co-creation Experience

Author

Listed:
  • Jielin Yin

    (Beijing Information Science and Technology University)

  • Yangyang Zhao

    (Beijing Information Science and Technology University)

  • Siqi Chen

    (Beijing Information Science and Technology University)

  • Miaomiao Li

    (Beijing Information Science and Technology University)

Abstract

The development of the Internet has bridged the gap between customers and enterprises, leading to increased customer engagement in value creation, thereby highlighting the growing significance of customers in value creation within enterprises. Based on the service-dominant logic and social exchange theory, this study focuses on customer citizenship behavior as a research entry point and constructs a model of the mechanisms through which three dimensions of customer citizenship behavior (feedback, advocacy, and helping) impact perceived customer value. It explores the mediating effects of four dimensions of co-creation experience (hedonic, social, cognitive, and economic). The research findings reveal that hedonic, social, and economic experiences fully mediate the relationship between feedback and perceived customer value; advocacy has a more direct impact on perceived customer value, with hedonic experience partially mediating this relationship; hedonic, social, and cognitive experiences fully mediate the relationship between helping and customer perceived value. The conclusions of this study provide theoretical and practical guidance for enterprises better to leverage the role of customers in value co-creation.

Suggested Citation

  • Jielin Yin & Yangyang Zhao & Siqi Chen & Miaomiao Li, 2025. "The Effect of Customer Citizenship Behavior on Customer Perceived Value in Value Co-creation: The Mediating Role of Co-creation Experience," Lecture Notes in Operations Research,, Springer.
    • Handle: RePEc:spr:lnopch:978-981-96-9697-0_63
    DOI: 10.1007/978-981-96-9697-0_63
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