The impact of B2B value co-creation on consumer’s purchasing intentions in SE-Asia.

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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Abstract

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
Subjects:UNSPECIFIED
Group:Business School
ID Code:24411
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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