Track: Modeling and Simulation
Abstract
This research aims to explore the role of customer value co-creation behavior concerning Innovativeness and Customer Engagement In the business of the automotive industry. This research is a study with a quantitative approach. The sampling technique used is the accidental sampling technique. The data analysis technique used is Structure Equation Modelling using SMART PLS. The result was showing that Customer value co-creation affects the automotive industry, especially when influenced by innovativeness and customer engagement variables. Customer engagement is shown not to mediate the relationship between innovativeness and customer participation behavior. Customer engagement is shown to significantly mediate the relationship between innovativeness and customer citizenship behavior