文献类型：期刊文献

英文题名：The role of co-creation experience in engaging customers with service brands

作者：Hussain, Khalid[1,3];Jing, Fengjie[1,2];Junaid, Muhammad[3,4];Zaman, Qamar Uz[3];Shi, Huayu[1]

机构：[1]East China Univ Sci & Technol, Sch Business, Shanghai, Peoples R China;[2]East China Univ Sci & Technol, Sch Business, Dept Mkt, Shanghai, Peoples R China;[3]COMSATS Univ Islamabad, Dept Management Sci, Sahiwal Campus, Sahiwal, Pakistan;[4]Beijing Inst Technol, Sch Management & Econ, Studying Mkt, Beijing, Peoples R China

年份：2021

卷号：30

期号：1

起止页码：12

外文期刊名：JOURNAL OF PRODUCT AND BRAND MANAGEMENT

收录：;WOS:【SSCI(收录号:WOS:000566105200001)】；

基金：This research project is funded by National Natural Science Foundation of China with Grant/Award Number: 71572056.

语种：英文

外文关键词：Value co-creation; Customer experience; Customer satisfaction; Emotional brand attachment; Customer brand engagement

摘要：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.