Value co-creation and social media: Investigating antecedents and influencing factors in the U.S. retail banking industry |
| |
Institution: | 1. Fabian Way, Crymlyn Burrows, Skewen, Swansea SA1 8EN, United Kingdom;2. 100 Seymour Rd, Utica, NY 13502, United States of America;3. Office 5.10, Newcastle University London Campus, 102 Middlesex St, London E1 7EZ, United Kingdom;1. Department of Marketing, College of Business, Illinois State University, PO Box 5590, Normal, IL 61790, United States;2. Department of Marketing, Ralph and Luci Schey Sales Centre, College of Business, Ohio University, Copeland Hall, Athens, OH 45701, United States;3. Department of Marketing and International Business, Martha and Spencer Love School of Business, Koury Business Center, office 304, 2075 Campus Box, Elon, NC 27244, United States |
| |
Abstract: | This study seeks to examine and unearth antecedents to co-creation behaviours within a U.S. retail banking context. A critical aspect for marketing managers and academics alike, co-creation has a strong influence on tangible factors such as profit and intangible factors such as referrals, satisfaction and feedback. Antecedents were identified as trust, customer engagement and participation attitude whilst social media usage was a consumer characteristic identified as influencing co-creation. Data was collected from 489 U.S. retail banking customers via an online survey. The data was analysed via structural equation modelling. The findings indicate that customer engagement influences trust, co-creation and participation attitude. Participation attitude was found to influence trust and co-creation but trust had no direct effect on co-creation. The study further found that social media usage intensity influenced co-creation behaviours. The findings contribute in three ways. First, this is one of the first studies to scrutinise participation attitude in an attempt to explain co-creation behaviours for U.S. banks over social media. Second, identification of precursors to value co-creation has been ascertained in a U.S. retail banking social media context. Third, the study additionally contributes to the findings that social media usage has a moderating effect in value co-creation and offers a potential segmentation strategy. |
| |
Keywords: | Value Co-Creation Retail banking Social media Customer engagement Participation attitude Trust |
本文献已被 ScienceDirect 等数据库收录! |
|