Factors Affecting Customer Value Co-Creation Behavior: A Case of Tourism Industry

http://dx.doi.org/10.31703/gmsr.2020(V-IV).03      10.31703/gmsr.2020(V-IV).03      Published : Fall 2020
Authored by : Aziz Ur Rehman Rana , Amir Gulzar , Amjad Shamim

03 Pages : 23-30

http://dx.doi.org/10.31703/gmsr.2020(V-IV).03      10.31703/gmsr.2020(V-IV).03      Published : Dec 2020

Factors Affecting Customer Value Co-Creation Behavior: A Case of Tourism Industry

Abstract

The main purpose of this study is to find the factors affecting value co-creation behavior. This study also aimed to find the mediating role of customer co-creation attitude on the relationship between factors and value co-creation behavior. The target population selected for this study was the northern areas of Pakistan. The sample size of this study was (n=480) respondents. The data were collected at three different time's intervals, i.e. at the time, 1, independent variables data were collected at time 2 mediating variable was collected, and at time 3 dependent variable data was collected. This study results revealed that all factors have a positive and significant effect on customer value co-creation behavior. The results revealed that customer co-creation attitude has a positive and significant mediating role between factors and customer value co-creation behavior. The results of this study will open a new avenue in the tourism sector and as well for scholars and practitioners.

    Factors, CVCCB and VCA

    (1) Aziz Ur Rehman Rana
    PhD Scholar, Faculty of Management Sciences, Foundation University, Islamabad, Pakistan.
    (2) Amir Gulzar
    Associate Professor, Foundation University, Islamabad, Pakistan.
    (3) Amjad Shamim
    Senior Lecturer, Department of Management & Humanities, Universiti Teknologi PETRONAS, Malaysia.
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Cite this article

APA

    APA : Rana, A. U. R., Gulzar, A., & Shamim, A. (2020). Factors Affecting Customer Value Co-Creation Behavior: A Case of Tourism Industry. <i>Global Management Sciences Review, V(IV)</i>, 23-30. <a href='https://doi.org/10.31703/gmsr.2020(V-IV).03'>https://doi.org/10.31703/gmsr.2020(V-IV).03</a>

CHICAGO

    CHICAGO : Rana, Aziz Ur Rehman, Amir Gulzar, and Amjad Shamim. 2020. "Factors Affecting Customer Value Co-Creation Behavior: A Case of Tourism Industry." <i>Global Management Sciences Review</i>, V (IV): 23-30 doi: 10.31703/gmsr.2020(V-IV).03

HARVARD

    HARVARD : RANA, A. U. R., GULZAR, A. & SHAMIM, A. 2020. Factors Affecting Customer Value Co-Creation Behavior: A Case of Tourism Industry. <i>Global Management Sciences Review</i>, V, 23-30.

MHRA

    MHRA : Rana, Aziz Ur Rehman, Amir Gulzar, and Amjad Shamim. 2020. "Factors Affecting Customer Value Co-Creation Behavior: A Case of Tourism Industry." Global Management Sciences Review, V: 23-30

MLA

    MLA : Rana, Aziz Ur Rehman, Amir Gulzar, and Amjad Shamim. "Factors Affecting Customer Value Co-Creation Behavior: A Case of Tourism Industry." <i>Global Management Sciences Review</i>, V.IV (2020): 23-30 Print.

OXFORD

    OXFORD : Rana, Aziz Ur Rehman, Gulzar, Amir, and Shamim, Amjad (2020), "Factors Affecting Customer Value Co-Creation Behavior: A Case of Tourism Industry", <i>Global Management Sciences Review</i>, V (IV), 23-30

TURABIAN

    TURABIAN : Rana, Aziz Ur Rehman, Amir Gulzar, and Amjad Shamim. "Factors Affecting Customer Value Co-Creation Behavior: A Case of Tourism Industry." <i>Global Management Sciences Review</i> V, no. IV (2020): 23-30. <a href='https://doi.org/10.31703/gmsr.2020(V-IV).03'>https://doi.org/10.31703/gmsr.2020(V-IV).03</a>