Effects of Waste Management Customer Online Value Co-Creation on Sanitation Attitude and Advocacy: A Customer-Enterprise Dyadic Perspective

Abstract

Abstract:The study aims at establishing the benefits of actively utilizing the intangible resources of solid waste management customers in designing and implementing solid waste collection services, using the social media platforms. While Ghana generates high volumes of solid waste on a daily basis, less than half of it is effectively collected and disposed of. This calls for the adoption of innovative strategies to better connect and serve customers. Adopting a marketing approach to solid waste management has not been given much needed attention in Ghana and Africa, and this research sought to contribute in that direction. There is high usage of mobile telephony services in Ghana which a waste firm can explore to change negative attitude to waste disposal by the populace. Online co-creation is seen as a modern marketing approach leading to behavioral change in consumers. In this regard, the study looked at customer online co-creation in the solid waste collection sector in Ghana. The study adopted the survey strategy using structured questionnaire as the measure instrument, and data analyzed using both the structural equation model (SEM) and hierarchical multiple regression. The key findings are that customer intangible resources (online experience and skills) can be tapped by waste firms to co-create services that would generate positive attitude towards sanitation issues and the willingness to advocate the services and programs of the firm. Similarly, waste firms must invest in well-functioning and information rich digital platforms, and to devise innovative strategies to direct traffic to these platforms for effective customer participation.

Customer Value Co-Creation in the Automobile Industry: Antecedents, Satisfaction, and Moderation

“…Second, our findings provide a theoretical expansion on how co-creation influences customer satisfaction by confirming prior studies carried out by Frempong et al (2018). Their study revealed co-creating of value does affect positively customer satisfaction.…”

“…Hunt et al (2012) postulates that community benefits and self-effect bias are the two sources of satisfaction that results out of value co-creation. Frempong et al (2018) find evidence that value co-creation is an immediate antecedent to satisfaction.…”

The Value Cocreation Influence Mechanism of Network Freight Transport Platform in IoT‐Based Environments: Under the Service‐Dominant Logic

“…Relational embeddedness (RE) is a core concept in the research of new economic sociology and an important tool for the study of a corporate relationship network [9]. It has a certain impact on enterprises' resource acquisition, knowledge sharing, technological innovation, and other behaviors and further affects the improvement of corporate performance and the shaping of competitive advantages [18,19]. This paper proposes that RE refers to the degree to which transport demand subjects participate in value cocreation.…”

“…On the other hand, customers (demanders) can apply their own knowledge, skills, and experience to value creation activities, such as putting forward demands, purchasing, and using products or services, so as to achieve rapid demand satisfaction and better experience [2]. Suppliers and demanders are involved in each other's value creation, so as to realize the integration and collaboration of both sides in resources, capabilities, and knowledge, so as to better meet customer needs and improve enterprise performance [16,19]. The main activity involved in platform value cocreation is resource integration [24,25].…”

“…TDS Participation and RE. TDS participation refers to the behavior that TDS invests all kinds of resources to create value with the suppliers [19]. The resources invested by TDS include their efforts and investment in time, spirit, intelligence, entity, and emotion.…”