The Role of Customer Value Co-creation Behavior on Customer Loyalty: The Mediating Role of Customer Experience Value Among Bike-sharing Customers
คำสำคัญ:
Customer Value, Co-creation Behavior, Customer Loyalty, Mediating Role, Customer Experience Valueบทคัดย่อ
This study aims to investigate and construct a structural equation model to explore the mediating role of customer experience value between customer value co-creation behavior and customer loyalty. This study utilizes a mixed research methodology. In qualitative research, the factors affecting customer loyalty are analyzed through coding the content of the interviews with 20 bike-sharing customers. In quantitative research, data have been collected online through distributed questionnaires in order to understand the current demand status of bike-sharing customers in Taiyuan, Shanxi Province; and based on these survey data, structural equation modeling has been constructed to verify the research hypotheses and theoretical conceptual framework.
The results show that customer value co-creation behavior has a positive effect on customer loyalty, and customer experience value plays a partial mediating role between customer value co-creation behavior and customer loyalty. The research in this paper complements the econometric research on customer value co-creation behavior in the sharing economy and provides a certain theoretical foundation for the development of the bike-sharing industry.
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