• ISSN(P) : 2708-2474
  • ISSN(E) : 2708-2482
  • ISSN(L) : 2708-2474



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

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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.


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.


Factors, CVCCB and VCA

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V - IV

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Published: Dec 2020

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