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Service quality, loyalty, and co-creation behaviour: a customer perspective

Rafael P. Albuquerque (Department of Management and Economics, Universidade da Beira Interior Covilha, Portugal)
João J. Ferreira (Department of Management and Economics and NECE – Research Unit in Business Science, Universidade da Beira Interior, Covilha, Portugal)

International Journal of Innovation Science

ISSN: 1757-2223

Article publication date: 9 August 2021




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.


A quantitative methodology was carried out, operationalized by applying a questionnaire to a sample of 385 respondents.


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.


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.



Albuquerque, R.P. and Ferreira, J.J. (2021), "Service quality, loyalty, and co-creation behaviour: a customer perspective", International Journal of Innovation Science, Vol. ahead-of-print No. ahead-of-print.



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