An empirical investigation of value co-creation on customer loyalty: mediating role of customer trust
by Tehreem Pervez; Kausar Fiaz Khawaja; Muddassar Sarfraz
International Journal of Economics and Business Research (IJEBR), Vol. 23, No. 1, 2022

Abstract: This research investigates the mediating role of customer trust between value co-creation (enjoyment, economic, relational) and customer loyalty. For this study, a survey was conducted, and data were collected from the 354 customers who visit different restaurants, café, and hotels of Islamabad and Rawalpindi (Pakistan). Confirmatory factor analysis, reliability and validity analysis, and mediation analysis were conducted for hypothesis testing. The results show that value co-creation (enjoyment, economic, relational) positively influences customer loyalty; and is mediated by customer trust. Hence, all hypotheses were approved. The future research direction and study limitations are mentioned.

Online publication date: Wed, 01-Dec-2021

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