Value co-creation intention among consumers at the bottom of the pyramid: A study of rural and community banks in Ghana

被引：0

作者：

Nusenu, Angela Abena ^{[1
]}

Xiao, Wen ^{[1
]}

Say, Joy ^{[1
,2
]}

Opata, Christian Narh ^{[3
]}

机构：

[1] Univ Elect Sci & Technol China, Sch Management & Econ, Chengdu, Peoples R China

[2] Univ Educ, Dept Econ Educ, Winneba, Ghana

[3] Kumasi Tech Univ, Sch Business, Kumasi, Ghana

来源：

JOURNAL OF PSYCHOLOGY IN AFRICA | 2021年 / 31卷 / 02期

关键词：

consumer satisfaction; interaction; perceived service quality; rural and community banks; trust in firm; value co-creation; PERCEIVED EFFECTIVENESS; REPURCHASE INTENTION; SERVICE QUALITY; MODERATING ROLE; TRUST; SATISFACTION; PERFORMANCE; INNOVATION; LOYALTY;

D O I：

10.1080/14330237.2021.1913907

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

We investigated the relationship between consumer satisfaction, trust in firm, interaction, and perceived service quality on value co-creation intention among rural and community bank consumers in Ghana. Participants were a purposive sample of 315 (female = 49. 52%; mean age = 42. 94 years, SD = 14. 47 years). They completed consumer satisfaction, trust in firm, consumer-firm interaction, perceived service quality, and value co-creation intention measures. Structural equation modelling analysis of the data showed that consumer satisfaction strengthens trust in firm, interactions, and value co-creation intention. Further, perceived service quality moderated the relationship between interaction and value co-creation intention. Consumer satisfaction and trust in firm appear to be a resource for consumer-firm interaction and value co-creation intentions with perceived service quality.

引用

页码：159 / 166

页数：8

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