Construction and validation of customer value co-creation attitude scale
Abstract
Purpose
The purpose of this research is to develop a scale for measuring customer value co-creation attitude (CVCCA).
Design/methodology/approach
Scale development procedures are used for item generation, item purification and validation. Two studies are conducted. In Study 1, exploratory and confirmatory factor analysis is used to generate and confirm the factorial structure of the CVCCA construct. Study 2 validates the scale on a large field sample.
Findings
The study develops a new scale for measuring CVCCA. Results suggest that CVCCA is a higher-order construct comprising three dimensions: interaction attitude, knowledge sharing attitude and responsive attitude. Additionally, experiential value significantly predicts CVCCA, which subsequently leads to customer value co-creation behaviour confirming nomological validity of the scale.
Research limitations/implications
The CVCCA scale should be of interest for researchers in exploring factors and outcomes of CVCCA. The scale is useful to managers who are interested in measuring their customers’ co-creation of value attitude and their willingness to engage in value co-creation behaviour.
Originality/value
This is the first scale using the service logic of marketing lens. The scale is found to be a valid and reliable tool to measure customer attitude to engage in value co-creation.
Keywords
Acknowledgements
This research is funded by the Ministry of Education (MOE) Malaysia under Fundamental Research Grand Scheme (FRGS). The authors are thankful to MOE for the support. The authors are also thankful to Dr Christian Grönroos and Dr Muhammad Kamran Naqi Khan for their helpful comments and suggestions during the item generation stage. Appreciation is also offered to the editor-in-chief and the two anonymous reviewers who helped strengthen this paper.
Citation
Shamim, A., Ghazali, Z. and Albinsson, P.A. (2017), "Construction and validation of customer value co-creation attitude scale", Journal of Consumer Marketing, Vol. 34 No. 7, pp. 591-602. https://doi.org/10.1108/JCM-01-2016-1664
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited