The Impact of Customer Value Co-Creation and Relationship Quality on Relationship Equity: Personality Traits as a Moderator

Abstract

This study aimed to examine the relationship among customer value co-creation, relationship quality, and relationship equity in the tailoring services in Malaysia. Moreover, this study also investigated whether customer personality trait plays a moderating role in the relationship of value co-creation behavior and relationship quality as well as the relationship between relationship quality and relationship equity. A total of 245 questionnaires were collected via purposive sampling from customers seeking tailoring services from SME tailoring businesses. The findings revealed that customer value cocreation has a statistically significant influence on relationship quality. In addition, relationship quality was also positively related to relationship equity. However, the moderating effect of customer personality trait was not significant. This study contributes to the existing literature on customer co-creation and personality traits of consumers in tailoring services of SMEs, particularly in explaining the relationship equity of consumers.

Export performance in four ASEAN countries: The role of international quality certification, information and communication technology capability, and innovation

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Effects of Value Co-Creation on Student Loyalty, Satisfaction, and University Image: A Case Study of an Anonymous Rajabhat University

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