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Value co-creation as a predictor of post-consumer behavior
[La cocréation de valeur comme prédicteur du comportement post-consommation]

Author

Listed:
  • Abdelkabir El Kassimi

    (Université Hassan 1er École Nationale de Commerce et de Gestion)

  • Lahoucine Berbou

    (Université Hassan 1er École Nationale de Commerce et de Gestion)

  • Smail Ouiddad

    (Université Hassan 1er École Nationale de Commerce et de Gestion)

Abstract

This study aims to demonstrate the impact of co-creation on the post-consumer behavior of participatory bank customers in Morocco, focusing on attitudinal and behavioral loyalty. Using a sample survey method with a sample of 187 participatory bank customers, data were analyzed via structural equation modeling with Smart-PLS4. The results indicate that the value co-creation experience positively influences both attitudinal and behavioral loyalty, and that attitudinal loyalty in turn influences behavioral loyalty. This research makes an empirical contribution to the study of co-creation, a little-explored topic in Morocco, and offers prospects for improving customer loyalty in the country's participatory banking industry.

Suggested Citation

  • Abdelkabir El Kassimi & Lahoucine Berbou & Smail Ouiddad, 2025. "Value co-creation as a predictor of post-consumer behavior [La cocréation de valeur comme prédicteur du comportement post-consommation]," Post-Print hal-05557398, HAL.
    • Handle: RePEc:hal:journl:hal-05557398
    DOI: 10.48611/isbn.978-2-406-17937-5.p.0049
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