TY - JOUR
T1 - The role of co-creation experience in engaging customers with service brands
AU - Hussain, Khalid
AU - Jing, Fengjie
AU - Junaid, Muhammad
AU - Zaman, Qamar Uz
AU - Shi, Huayu
N1 - Publisher Copyright:
© 2020, Emerald Publishing Limited.
PY - 2021/1/28
Y1 - 2021/1/28
N2 - Purpose: This study aims to investigate the outcomes of customers’ co-creation experience in a realistic and routinely performed co-creation setting, a restaurant. To fulfill this purpose, the current study links the branding literature to hospitality research and offers a novel framework by incorporating customers’ co-creation experience, customer brand engagement, emotional brand attachment and customer satisfaction in an integrated research model. Design/methodology/approach: Data were collected from 421 diners at Chinese hotpot restaurants via a self-administered questionnaire. The reliability and convergent and discriminant validities were established through confirmatory factor analysis, and then hypotheses were tested through structural equation modeling. Findings: This study demonstrates that customers’ co-creation experience with a restaurant brand positively impacts customer brand engagement, emotional brand attachment and customer satisfaction. In addition, current study examines these relational paths at the dimensional level by taking the co-creation experience and customer brand engagement as multidimensional constructs. The resulting in-depth investigation reveals that the hedonic, social and economic experience dimensions of co-creation experience positively influence customer satisfaction, emotional brand attachment and customer brand engagement’s buying, referring, influencing and feedback dimensions. Practical implications: This study helps relationship and brand managers better understand customer experience in co-creation settings and paves the way for managers to devise engagement strategies. Originality/value: The current study marks an initial attempt to delineate the outcomes of customers’ co-creation experience in a realistic co-creation setting. Furthermore, the study is first of its kind that investigates the relationship of co-creation experience and customer brand engagement at the dimensional level.
AB - Purpose: This study aims to investigate the outcomes of customers’ co-creation experience in a realistic and routinely performed co-creation setting, a restaurant. To fulfill this purpose, the current study links the branding literature to hospitality research and offers a novel framework by incorporating customers’ co-creation experience, customer brand engagement, emotional brand attachment and customer satisfaction in an integrated research model. Design/methodology/approach: Data were collected from 421 diners at Chinese hotpot restaurants via a self-administered questionnaire. The reliability and convergent and discriminant validities were established through confirmatory factor analysis, and then hypotheses were tested through structural equation modeling. Findings: This study demonstrates that customers’ co-creation experience with a restaurant brand positively impacts customer brand engagement, emotional brand attachment and customer satisfaction. In addition, current study examines these relational paths at the dimensional level by taking the co-creation experience and customer brand engagement as multidimensional constructs. The resulting in-depth investigation reveals that the hedonic, social and economic experience dimensions of co-creation experience positively influence customer satisfaction, emotional brand attachment and customer brand engagement’s buying, referring, influencing and feedback dimensions. Practical implications: This study helps relationship and brand managers better understand customer experience in co-creation settings and paves the way for managers to devise engagement strategies. Originality/value: The current study marks an initial attempt to delineate the outcomes of customers’ co-creation experience in a realistic co-creation setting. Furthermore, the study is first of its kind that investigates the relationship of co-creation experience and customer brand engagement at the dimensional level.
KW - Customer brand engagement
KW - Customer experience
KW - Customer satisfaction
KW - Emotional brand attachment
KW - Value co-creation
UR - http://www.scopus.com/inward/record.url?scp=85090109199&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85090109199&partnerID=8YFLogxK
U2 - 10.1108/JPBM-08-2019-2537
DO - 10.1108/JPBM-08-2019-2537
M3 - Article
AN - SCOPUS:85090109199
SN - 1061-0421
VL - 30
SP - 12
EP - 27
JO - Journal of Product and Brand Management
JF - Journal of Product and Brand Management
IS - 1
ER -