The Influence of Customer Value Co-Creation Behavior on SME Brand Equity: An Empirical Analysis

Document Type: Research Paper

Authors

1 Center of Value Creation & Human Well-being, Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Selangor, Malaysia

2 Majlis Amanah Rakyat, Kuala Lumpur, Malaysia

3 Graduate School of Business, Universiti Kebangsaan Malaysia, Selangor, Malaysia

4 Faculty of Business, Finance and Hospitality, MAHSA University, Selangor, Malaysia

Abstract

Competition in the service industry is intense. To deliver value-added services, more companies are focusing on consumers as a powerful means of establishing firm performance through dialog, participation, and engagement. However, scant research has been conducted to examine whether customer value co-creation can boost brand equity, particularly among SMEs. To address these shortcomings in the literature, this paper investigates the impact of customer value co-creation on brand equity among SME consumers of service industries. A theoretical model is developed and tested using survey data from 548 customers in Malaysia.  Structural equation modeling (SEM) is employed to simultaneously test the hypothesized relationships. The results demonstrate a positive relationship between information seeking, responsible behavior, personal interaction, advocacy, tolerance and brand equity. This study contributes to the development of knowledge regarding the transfer of the concept of customer value co-creation to an SME service context.

Keywords

Main Subjects


Article Title [Persian]

تحلیل تجربی اثر رفتار مشتریان در خلق مشترک ارزش بر ارزش برند بنگاه های کوچک و متوسط

Authors [Persian]

  • نور آسیه عمر 1
  • احمد صبری قاسم 2
  • نجیب الل شاه 3
  • سید شاه علم 4
  • چی انیزه چی ول 1
1 مرکز خلق ارزش و رفاه انسانی، دانشکده اقتصاد و مدیریت، دانشگاه کبانسگان مالزی، سلانگور، مالزی
2 مجلس امانه رعیت، کوالالامپور، مالزی
3 دانشکده تحصیلات تکمیلی بازرگانی، دانشگاه کبانسگان مالزی، سلانگور، مالزی
4 دانشکده بازرگانی، امور مالی و هتلداری، دانشگاه MAHSA، سلانگور، مالزی
Abstract [Persian]

رقابت در صنعت خدمات بسیار شدید است. به منظور ارائه خدمات ارزش افزوده، شرکت های بیشتر و بیشتری بر مشتریان به عنوان ابزاری قدرتمند برای تثبیت عملکرد شرکت از طریق گفتمان، مشارکت، و حضور اجتماعی تکیه می کنند. با این حال، پژوهش های نادری – به ویژه در مورد بنگاه های کوچک و متوسط – انجام شده است تا بررسی کند که آیا خلق مشترک ارزش توسط مشتریان می تواند ارزش برندها را افزایش دهد یا خیر. برای جبران این نقص پیشینه تحقیقاتی، این مقاله اثر خلق مشترک ارزش توسط مشتریان را بر ارزش برند در میان مشتریان بنگاه های کوچک و متوسط صنایع خدماتی بررسی کرده است. به این منظور، یک مدل نظری با استفاده از داده های پیمایشی مربوط به 548 مشتری در مالزی تدوین و آزموده شد و مدلسازی معادلات ساختاری برای آزمودن همزمان روابط مفروض به کار گرفته شد. نتایج نشاندهنده وجود یک رابطه مثبت بین تلاش برای کسب اطلاعات، رفتار مسئولانه، تعامل فردی، طرفداری، تحمل، و ارزش برند است. این مطالعه به افزایش دانش مربوط به انتقال مفهوم خلق مشترک ارزش توسط مشتریان به حوزه خدمات بنگاه های کوچک و متوسط کمک می کند.

Keywords [Persian]

  • رفتار مشتریان در خلق مشترک ارزش
  • ارزش برند
  • بنگاه های کوچک و متوسط
  • خدمات

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