The Scale Development And Application For Customer Value Co-creation Behavior In Service Industries

In recent years,value co-creation as a new phenomenon is becoming the concern of management circle,and it has a profound influence on the management ideas and strategies.With economic globalization,integration technology and the internet rapid progress,the roles played by the customers have been in changing in the transaction,the companies focus their eyes on the previous "opponents "—customers.It is found that,under the new competition,the customers have become to be strategic partnerships who create value with the companies.Thus,service companies should be paid more attention on customer value co-creation behavior.But,there must be have a good reliability and validity measurement tool for achieving this target.And the production and consumption are carried out at the same time in service industries,the customers need to be enthusiasm and active in this process.So the main purpose of this paper is the scale development of customer value co-create behavior in service industries.On the basis of reviewing relative papers on value co-creation,customer value,customer participation behavior,customer citizenship behavior,customer satisfaction,from the perspective of value co-creation,customer value is subdivided into function value,relationship value and symbolic value.Then the paper cleans up the customer value creation behavior.According to the procedures of Churchill marketing scale development,by the way of quantity research which includes papers analysis and focus group,we decide the original items of customer value co-creation behavior scale.Then,the scale is purely deal with through pretest,the dimensions and indexes of customer value co-creation behavior scale are decided.Next,an abundance of data has been received and analyzed,and the reliability and validity get good result.In the predictive validity of the test,this paper proposes a model of customer value co-creation behaviors affecting the customer value then leading to customers' satisfaction.The scale of customer value co-creation behavior is applied to test it.And the findings demonstrated a significantly positive correlation between customer value co-creation behavior and customer value.The correlation between value customer value and customer satisfaction is also positive.So,customer value and customer satisfaction can be evaluated by the scale of customer value co-creation behavior.The scale of customer value co-creation behavior can provide an effective analysis measurement tool for companies.Moreover,it also can provide measurement tool to further discussion on the relationship between customer value co-creation behavior,customer value and customer satisfaction.