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.