The Reciprocal Role of Trust in Customer Value Co-Creation

Abstract

The main purpose of this research was to investigate the reciprocal nature of trust in a service provider, established through consumer involvement in value co-creation. Grounded in service-dominant logic and social exchange theory, the study used an existing consumer-generated co-creation contest by a popular U.S.-based coffee-shop brand. When examining customer involvement with value co-creation (N = 510), the covariance-based structural equation model test of recursive versus sequential trust models revealed that trust served as both a significant antecedent and an outcome of value co-creation and is reciprocal in nature. The findings provide support for trust networks as necessary condition for successful value co-creation. Finally, theoretical implications for service-dominant logic and social exchange theory are presented and practical implications discussed.

Customer brand co-creation on social media: a systematic review

“…This approach led to two additional publications (i.e. Shulga et al, 2021 andZadeh et al, 2019), examining the inclusion, exclusion and quality criteria by analyzing titles, abstracts and full texts. Finally, 59 research articles were included as a definitive source for the review study.…”

“…Moreover, consumers who dedicate resources to CBC on social media are likely to engage with the brand (Harrigan et al, 2021), which increases the strength of the relationship between consumers and the brand. As a result, various constructs related to brand relationship strength are widely employed as consequences of CBC in the social media context, for example, customer brand engagement Harrigan et al, 2021); brand involvement (Shulga et al, 2021;Sanz-Blas et al, 2019); brand attachment (Sanz-Blas et al, 2019); and brand trust (Acikgoz and Tasci, 2021).…”

“…Explore moderators of the relationship between antecedents, consumer engagement and value co-creation, such as membership duration, customer expertise, complexity and the valence of information Bru and Scaringella (2018) Investigate the difference between companies that may have implemented or not a co-creation model Investigate the integrated impact of social media and traditional media in driving customers' co-creation intention. Explore the negative effects of customers' value heterogeneity on co-creation responses De Vries and Carlson (2014) Utilize qualitative content analysis approaches like netnography to examine actual customer online activity such as 'likes', 'shares' and comments on the brand page and its posts Kennedy and Guzman (2017), Shulga et al (2021) Validate the test result in diverse platforms for co-creation, for example online and offline settings, or company websites and retail settings Laud and Karpen (2017) Apply sociometric techniques to gather data on customers' structural embeddedness, because this strategy may give possibilities to study the effect of customers' social network size and social roles for their value co-creation Pelletier et al (2020) Examine whether or not promotional social media goals and consumer social media intentions are aligned Sanz-Blas et al (2019) Focus on the role of influencers in building the stronger bonds within an online community Shulga et al (2021) Consider the effects of co-destruction on consumers because consumergenerated content can backfire leading to co-destruction of value, rather than co-creation Nadeem et al (2021) Examine the online effect of experiential value and consumer engagement on offline brand constructs Peña-Garc ıa et al (2021) Explore whether the co-creation of value has changed between two periods of COVID pandemic (before and after the pandemic)…”

The Effect of Co-Creation on Relationship Quality: The Role of Outcome Quality

“…Trust is defined as customer expectations that service providers are dependable and reliable in fulfilling their promises (Sirdeshmukh, Singh, & Sabol, 2002). Customer trust can be built and maintained through cocreation with customers (Busser & Shulga, 2018;Iglesias, Markovic, Bagherzadeh, & Singh, 2018;Shulga, Busser, Bai, Kim, & Research, 2021). Massey and Kyriazis (2007) stated that customer engagement in intensive communication during a new product co-development increases customer trust in the company.…”

Integrated Marketing Communication and Customer Satisfaction as a function of Customer Loyalty with the Moderating role of Product Innovation Moderation

“…The theory used in this study is Social Exchange Theory which propounds that people weigh their cost of any social decision they make in comparison to the reward or benefit they receive from that social interaction (Shulga et al, 2021). Multiple previous studies have demonstrated the concept of customer loyalty underpinning Social Exchange Theory (Shulga et al, 2021) and illustrate that Both costs as well as benefits are found in tangible or intangible forms (Ferm & Thaichon,202). Money and time are tangible forms (Hou & Zhang, 2021) whereas emotions, efforts and behavioral aspects like price, respect and power are intangible forms (Lakan & Yani, 2021).…”