From customer value co-creation behaviour to customer perceived value

Abstract

This study investigates the chain effect of customer value co-creation behavior on the customerization capability and service capability of service firms and, ultimately, customer perceived value. The study evaluates the moderating roles of the level of technologization and relationship marketing orientation in the relationship between customer value co-creation behavior and the capabilities of firms. The data were collected from dyadic interactions between customers and the service staff of service firms in Vietnam through surveys. The results show that customer citizenship behavior and participation behavior are differentially linked to the customerization capability and service capability of service firms, which in turn affect customer perceived values. Relationship marketing orientation serves as a significant moderator for customerization capability, yet it is not a significant moderator for service capability. Surprisingly, the level of technologization does not significantly moderate for both customerization capability and service capability. The study advances the literature of value co-creation and offers useful managerial implications.