Social resources and value creation: a consumer perspective

Consumer role in value creation is recently an emerging theme in service research. In the contemporary networked economy, consumer social resources, specifically social capital and social identity, are opportunely suggested as the determinants of their co-creation that, in turn, presumably cause their perceived value. A survey study with SEM analysis of 439 consumers in health care and education in HCMC, Vietnam shows all of 13 hypotheses empirically supported. The finding reinforces that social capital and social identity, as interconnected operant resources, influence both consumer co-creation and perceived value that further affect consumer satisfaction and loyalty. The theoretical and managerial implications of the paper are derived.