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Transforming customer brand engagement to co-creation value through participation energy and effort

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Abstract

This study investigates the mechanism underlying the effects of customer brand engagement on the extent of customer participation in a specific service co-creation, leading to co-created value. Using the data collected from 286 customers of yoga training service in Vietnam, the analyses show that customer engagement significantly affects customer participation energy and effort, both of which then affect the perceived service value. These findings elucidate the cognitive and affective mechanisms explaining how customers’ extra-role behaviors (customer engagement) toward a brand affect their in-role behaviors (customer participation) in a long-lasting service co-creation process. Managerial implications are then discussed accordingly.

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Acknowledgements

This research is funded by Vietnam National University HoChiMinh City (VNU-HCM) under Grant Number NCM2019-20-02.

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  1. School of Industrial Management, HoChiMinh City University of Technology, Vietnam National University HoChiMinh City, 268 Ly Thuong Kiet Street, District 10 and Linh Trung Ward, Thu Duc District, HoChiMinh City, Vietnam

    Mai Thi My-Quyen & Le Nguyen Hau

  2. HoChiMinh City University of Technology, Vietnam National University HoChiMinh City, 268 Ly Thuong Kiet Street, District 10 and Linh Trung Ward, Thu Duc District, HoChiMinh City, Vietnam

    Mai Thi My-Quyen & Le Nguyen Hau

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  1. Mai Thi My-Quyen
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My-Quyen, M.T., Hau, L.N. Transforming customer brand engagement to co-creation value through participation energy and effort. Serv Bus 15, 493–514 (2021). https://doi.org/10.1007/s11628-021-00452-x

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