Co-Creation Experience of Customers and Brand Loyalty

Abstract

The intent of this study is to investigate the relationship between co-creation experience and two-dimensional (attitudinal and behavioral) brand loyalty and to validate the six dimensional co-creation experience scale in the hotel and restaurant services business settings. The analysis is done on 200 regular customers’ usable responses of some renowned hotels and restaurants of Pakistan collected using survey-based approach. All dimensions of co-creation experience are found to be valid and reliable measures of co-creation experience. In path model, the significant relationship of co-creation experience to behavioral and attitudinal loyalty is found. This study is contributing contextually and theoretically, by validating the dimensions of co-creation experience in a new contextual settings and investigating an unexplored path model of co-creation experience with two dimensional brand loyalties. This study has significant managerial implications since it is suggesting managers to employ co-creation strategies with greater confidence during customer engagement to gain brand loyalty.