12th Annual International Conference on Industrial Engineering and Operations Management

The Role of Customer Value Co-Creation Behavior in Business Management

Tiurida Anita, Tujuh Siahaan, Asep Suparman & Hermanto Yaputra
Publisher: IEOM Society International
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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

Published in: 12th Annual International Conference on Industrial Engineering and Operations Management, Istanbul, Turkey

Publisher: IEOM Society International
Date of Conference: March 7-10, 2022

ISBN: 978-1-7923-6131-9
ISSN/E-ISSN: 2169-8767