Omar, Nor Asiah, Kassim, Ahmad Sabri, Shah, Najeeb Ullah, Shah Alam, Syed, Che Wel, Che Aniza. (1399). The Influence of Customer Value Co-Creation Behavior on SME Brand Equity: An Empirical Analysis. , 13(2), 165-196. doi: 10.22059/ijms.2019.280005.673611
Nor Asiah Omar; Ahmad Sabri Kassim; Najeeb Ullah Shah; Syed Shah Alam; Che Aniza Che Wel. "The Influence of Customer Value Co-Creation Behavior on SME Brand Equity: An Empirical Analysis". , 13, 2, 1399, 165-196. doi: 10.22059/ijms.2019.280005.673611
Omar, Nor Asiah, Kassim, Ahmad Sabri, Shah, Najeeb Ullah, Shah Alam, Syed, Che Wel, Che Aniza. (1399). 'The Influence of Customer Value Co-Creation Behavior on SME Brand Equity: An Empirical Analysis', , 13(2), pp. 165-196. doi: 10.22059/ijms.2019.280005.673611
Omar, Nor Asiah, Kassim, Ahmad Sabri, Shah, Najeeb Ullah, Shah Alam, Syed, Che Wel, Che Aniza. The Influence of Customer Value Co-Creation Behavior on SME Brand Equity: An Empirical Analysis. , 1399; 13(2): 165-196. doi: 10.22059/ijms.2019.280005.673611

The Influence of Customer Value Co-Creation Behavior on SME Brand Equity: An Empirical Analysis

Interdisciplinary Journal of Management Studies
مقاله 2، دوره 13، شماره 2، تابستان 2020، صفحه 165-196    اصل مقاله (667.36 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22059/ijms.2019.280005.673611
نویسندگان
Nor Asiah Omar* 1؛ Ahmad Sabri Kassim2؛ Najeeb Ullah Shah3؛ Syed Shah Alam4؛ Che Aniza Che Wel1
1Center of Value Creation & Human Well-being, Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Selangor, Malaysia
2Majlis Amanah Rakyat, Kuala Lumpur, Malaysia
3Graduate School of Business, Universiti Kebangsaan Malaysia, Selangor, Malaysia
4Faculty of Business, Finance and Hospitality, MAHSA University, Selangor, Malaysia
چکیده
Competition in the service industry is intense. To deliver value-added services, more companies are focusing on consumers as a powerful means of establishing firm performance through dialog, participation, and engagement. However, scant research has been conducted to examine whether customer value co-creation can boost brand equity, particularly among SMEs. To address these shortcomings in the literature, this paper investigates the impact of customer value co-creation on brand equity among SME consumers of service industries. A theoretical model is developed and tested using survey data from 548 customers in Malaysia.  Structural equation modeling (SEM) is employed to simultaneously test the hypothesized relationships. The results demonstrate a positive relationship between information seeking, responsible behavior, personal interaction, advocacy, tolerance and brand equity. This study contributes to the development of knowledge regarding the transfer of the concept of customer value co-creation to an SME service context.
کلیدواژه‌ها
Customer value co-creation behavior؛ brand equity؛ SMEs؛ services
مراجع
آمار
تعداد مشاهده مقاله: 5,276
تعداد دریافت فایل اصل مقاله: 4,801