The impact of customer resources on customer value in co-creation: the multiple mediating effects

Meng Xiao (School of Management, Shenyang University of Technology, Shenyang, China) (School of Business Administration, Northeastern University, Shenyang, China)
Qinhai Ma (School of Business Administration, Northeastern University, Shenyang, China)
Man Li (School of Management, Northeastern University at Qinhuangdao, Qinhuangdao, China)

Journal of Contemporary Marketing Science

ISSN: 2516-7480

Publication date: 2 January 2020

Abstract

Purpose

Co-creating value with customers is important for companies in order to gain a competitive advantage. Based on resource theory and social interaction theory, the purpose of this paper is to explore the customer participation mechanism in co-creating value and test the effects of different types of customer resources and multi-level customer–firm interaction on customer value.

Design/methodology/approach

Data were collected from tourism industry. Hypotheses were tested using structural equation modeling.

Findings

The results indicate that both the customer’s human resource and relationship resource have a significantly positive effect on customers’ utilitarian value and hedonic value through reactive and proactive interactions. Reactive interaction has a full mediating effect on the relationship between relationship resource and proactive interaction, whereas proactive interaction has a full mediating effect on the relationship between reactive interaction and hedonic value.

Originality/value

This study explores the mediating effects of customer–firm interaction between customer resources and customer value. This paper contributes to the understanding of customers’ motivations for, and the processes of, participating in value co-creation.

Keywords

Acknowledgements

This research was sponsored by the project of the National Natural Science Foundation of China (No. 71272162) and the project of Basic Research Projects in Colleges and Universities of Liaoning (No. WQGD2017015).

Citation

Xiao, M., Ma, Q. and Li, M. (2020), "The impact of customer resources on customer value in co-creation: the multiple mediating effects", Journal of Contemporary Marketing Science, Vol. 3 No. 1, pp. 33-56. https://doi.org/10.1108/JCMARS-08-2019-0032

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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