Service quality, loyalty, and co-creation behaviour: a customer perspective
International Journal of Innovation Science
ISSN: 1757-2223
Article publication date: 9 August 2021
Issue publication date: 7 January 2022
Abstract
Purpose
This paper aims to verify co-creation behavior and understand a relationship between perception of service quality, loyalty and co-creation, from Starbucks customers' perspective.
Design/methodology/approach
A quantitative methodology was carried out, operationalized by applying a questionnaire to a sample of 385 respondents.
Findings
The results showed that service quality has a positive impact on loyalty and co-creation behavior in all its aspects; loyalty can be considered an important attribute in the intention of co-creation by customers.
Originality/value
This research extends the current knowledge on the subject and examines the associations between other attributes discussed. The implications of the study suggest strategic directions for using the clients' co-creation as a competitive alternative and generating value.
Keywords
Citation
Albuquerque, R.P. and Ferreira, J.J. (2022), "Service quality, loyalty, and co-creation behaviour: a customer perspective", International Journal of Innovation Science, Vol. 14 No. 1, pp. 157-176. https://doi.org/10.1108/IJIS-06-2021-0101
Publisher
:Emerald Publishing Limited
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