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The impact of value co-creation on satisfaction and loyalty: the moderating effect of price fairness (empirical study of automobile customers in Ghana)
Ist Teil von
Total quality management & business excellence, 2021-08, Vol.32 (11-12), p.1167-1181
Ort / Verlag
Abingdon: Routledge
Erscheinungsjahr
2021
Link zum Volltext
Quelle
EBSCOhost Business Source Ultimate
Beschreibungen/Notizen
Recent studies on customer participation in value co-creation have shed more light on the involvement of the customer in creating unique experiences. The main purpose of this paper is to examine the moderating effect of price fairness on satisfaction and loyalty in a value co-creation context in the automobile industry. Data were collected from 532 customers of automobile buyers in 30 dealer shops in Ghana through a self-administered questionnaire. The study was analysed using SmartPLS 3.0. The main point of our findings is that price fairness not only influences satisfaction and loyalty but also has a significant and positive moderation. As the purchase of automobile is a major decision for customers, price becomes a key determinant in influencing their satisfaction and loyalty. Companies must be fair in terms of the pricing of their products as this goes a long way to affect their satisfaction and future re-purchases.