Effects of customer value co-creation behavior on customer experience and customer loyalty

Abstract

This study is to investigate the mechanism that value co-creation customer behavior consisting of customer participation behavior and customer citizenship behavior affects customer loyalty through customer experience. For this purpose, this study classifies customer participation behavior into information sharing and responsible behavior, customer citizenship behavior into feedback and helping, and analyzes the influence of each on economic, hedonic, symbolic, and relational customer experience. And it analyzes the influence of each customer experience on customer loyalty. As a result of analyzing the data collected by allocating 320 consumers who have experience in using retail services by gender and age, information sharing has a positive effect on economic and hedonic customer experience, but does not have a significant effect on symbolic and relational experience, and responsible behavior has a positive effect on economic, hedonic, and symbolic experience, but does not have a significant effect on relational experience. In addition, both the feedback and helping are found to have a positive effect on economic, hedonic, symbolic, and relational experiences. And economic, symbolic, and relational experiences have a positive effect on customer loyalty. Based on the results of the study, implications for establishing customer experience marketing strategies by encouraging value co-creating customer behavior are presented.