Value co-creation intention among consumers at the bottom of the pyramid
A study of rural and community banks in Ghana
Bibliographic Data
| ID | 15345701 |
|---|---|
| Authors | Angela Abena Nusenu (0000-0003-2918-6622, University of Electronic Science and Technology of China), Wen Xiao (0000-0002-4951-7524, University of Electronic Science and Technology of China, corresponding author), Joy Say (0000-0002-0213-0541, University of Electronic Science and Technology of China), Christian Narh Opata (0000-0002-7133-576X, Business School, Kumasi Technical University, Kumasi, Ghana) |
| Year | 2021 |
| Volume | 31 |
| Issue | 2 |
| Pages | 159-166 |
| Publication date | 2021-04-30 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Psychology in Africa (JOURNAL) |
| Journal identifiers | ISSN: 1433-0237 • E-ISSN: 1815-5626 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/14330237.2021.1913907 |
| OpenAlex | W3167079318 |
| Language | EN |
| References cited | 37 |
We investigated the relationship between consumer satisfaction, trust in firm, interaction, and perceived service quality on value co-creation intention among rural and community bank consumers in Ghana. Participants were a purposive sample of 315 (female = 49. 52%; mean age = 42. 94 years, SD = 14. 47 years). They completed consumer satisfaction, trust in firm, consumer-firm interaction, perceived service quality, and value co-creation intention measures. Structural equation modelling analysis of the data showed that consumer satisfaction strengthens trust in firm, interactions, and value co-creation intention. Further, perceived service quality moderated the relationship between interaction and value co-creation intention. Consumer satisfaction and trust in firm appear to be a resource for consumer-firm interaction and value co-creation intentions with perceived service quality
Bottom of the pyramid · Business · Co-Creation · Quality (philosophy · Sample (material · Service (business · Service quality · Structural equation modeling · Value (mathematics · Digital Marketing and Social Media · Innovation and Socioeconomic Development · Psychology · Service and Product Innovation · Marketing
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| Citation velocity | historical |
|---|---|
| Highly cited | No |