Title: An empirical investigation of value co-creation on customer loyalty: mediating role of customer trust

Authors: Tehreem Pervez; Kausar Fiaz Khawaja; Muddassar Sarfraz

Addresses: Faculty of Management Sciences, International Islamic University, Islamabad, Pakistan ' Faculty of Management Sciences, International Islamic University, Islamabad, Pakistan ' Binjiang College, Nanjing University of Information Science and Technology, Wuxi, Jiangsu, China

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.

Keywords: value co-creation; VCC; customer trust; customer loyalty; enjoyment value; relational value; economic value.

DOI: 10.1504/IJEBR.2022.119349

International Journal of Economics and Business Research, 2022 Vol.23 No.1, pp.56 - 67

Received: 17 Jul 2020
Accepted: 19 Sep 2020
Published online: 01 Dec 2021 *

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