Factors Affecting Customer Value Co-Creation Behavior: A of Tourism Industry

Aziz ur Rehman Rana

Abstract:

The main purpose of this study is to find the factors affecting value co-creation behavior. This study also aimed to find the mediating role of customer co-creation attitude on the relationship between factors and value co-creation behavior. The target population selected for this study was the northern areas of Pakistan. The sample size of this study was (n=480) respondents. The data were collected at three different time's intervals, i.e. at the time, 1, independent variables data were collected at time 2 mediating variable was collected, and at time 3 dependent variable data was collected. This study results revealed that all factors have a positive and significant effect on customer value co-creation behavior. The results revealed that customer co-creation attitude has a positive and significant mediating role between factors and customer value co-creation behavior. The results of this study will open a new avenue in the tourism sector and as well for scholars and practitioners.

research from:

• Foundation University - Faculty of Management Sciences

Type of Publication:

Article

Keywords:

factors; CVCCB

Volume:

5

Number:

4

DOI:

10.31703/gmsr.2020(V-IV).03