Firend, A.R, 2016. The impact of B2B value co-creation on consumer’s purchasing intentions in SE-Asia. In: Academy of Marketing 3rd B2B Marketing Colloquium University Paris1 Pantheon Sorbonne- Bournemouth University, 23-24 July 2016, Paris, France.
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ACADEMY OF MARKETING 3rd B2B MARKETING COLLOQUIUM. FIREND.pdf - Accepted Version
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In an increasingly competitive marketplace, consumers are presented with greater choices of services than ever before, and therefore, understanding the B2B value co-creation activities between both suppliers and consumers is of great importance. This study intends to investigate the impact of B2B value co-creation impact on consumers in South East Asia’s services industry. The research questions formulated for this paper ask what is the impact of B2B value co-creation on consumer satisfaction? Existing studies have mostly focused on examining the concept of value co-creation behavior and its impact within organizational settings, with little consideration of B2B value co- creation from consumer standpoint. Therefore, consumer approach to assessing B2B value co-creation impact on consumer provides new insights and a greater understanding on the mechanism of B2B value co-creation. Findings reveal that B2B value co-creation activities have a positive impact on consumer satisfaction in Asian services sector involved in B2B activities. Findings further show that B2B value co-creation activities have a positive effect on consumer repurchase intentions, which suggests that B2B value co-creation activities have a positive effect on consumer repurchase intention.
|Item Type:||Conference or Workshop Item (Paper)|
|Uncontrolled Keywords:||The impact of B2B value co-creation on consumer’s purchasing intentions in Asia|
|Deposited By:||Unnamed user with email symplectic@symplectic|
|Deposited On:||25 Jul 2016 10:36|
|Last Modified:||25 Jul 2016 11:33|
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