The influence of value co-creation on customer loyalty, behavioural intention, and customer satisfaction in emerging markets

Abstract

One of the current major trends in the media industry is customer value co-creation. User participation can significantly affect news media organisations. This study examines the impact of value co-creation on the loyalty, satisfaction, and behavioural tendencies of media consumers, using a survey of users of My Fars news platform. The conceptual model of this study is developed and tested by using survey data from 283 users of the news campaign in Fars News and Structural Equation Modelling (SEM) is employed to simultaneously test the hypothesized relationships. The results show that user participation in value co-creation significantly affects their satisfaction, loyalty, and behavioural tendencies.

Inbound Marketing in the Hospitality Industry: A Systematic Review in the Last 12 Years

“…Brand loyalty, customer experience and co-creation are themes connected to the need to generate customer trust. These terms and the relationships established between them show how user participation, through cocreation processes in the customer experience, enhance and significantly affect satisfaction, trust and brand loyalty (Shrivastava, 2016;Kamali et al, 2021). The social media topic monopolises the digital area at this stage of the study, largely due to it being related to digital marketing issues in a generic way and tending to cover all tools used on social media.…”

Determinants Influenced by COVID-19 Vaccine: Employing the Health Action Process Approach and the Belief in Conspiracy Theories

“…User empowerment has emerged as a significant determinant in the healthcare literature over recent decades [39,40]. It has been contended that user empowerment has played a crucial role in the shift from healthcare being regarded as a product to its perception as a service, where individuals play an essential part [36].…”

“…The literature has argued that when individuals take an active role in the process and develop mastery in managing their ongoing healthcare behavior, it results in increased value and continuous intention [39,41]. Therefore, individual empowerment is positively associated with value co-creation and improvement of continuous intention [36,40].…”

Co-creación de valor y competitividad en las pequeñas y medianas empresas (PyMEs) del sector de las pastas alimenticias en la región de Coquimbo (Chile)

“…Los cambios continuos en el entorno de las industrias, están provocando que los clientes tengan más poder de veto y decisión en este mundo más interconectado, al mismo tiempo que existen empresas cuyas decisiones se basan en la creación de valor y el valor compartido, generando el desafío de fortalecer las capacidades para capturar oportunidades desde el caos y las amenazas, influyendo así la globalización en el modo de vivir, en la forma de relacionarse y hacer negocios (Cabana et al, 2017). Por esto, la co-creación de valor surge como un proceso cooperativo entre el cliente y la empresa, donde se destaca la creciente importancia de los clientes, como ya se mencionó antes, y sus contribuciones de recursos hacia las decisiones de la empresa, conduciendo a una mejora en el valor de un producto y/o servicio y dando como resultado un aumento en la satisfacción y lealtad del mismo cliente (Menet y Szarucki, 2020), lo que decanta en una notoria ventaja competitiva en el mercado (Kamali et al, 2021).…”