Research Scholar, Department of Marketing and Strategy, ICFAI Business School, IFHE, Shakarpally Road, Hyderabad-501203
*Corresponding Author E-mail: krish.bhimavarapu@gmail.com
Online published on 25 December, 2018.
The study empirically investigates the relationship between co-creation behavior and service loyalty. The above relationship was studied from the customer's perspective. The study uses structural equation modeling to analyze the hypotheses. The sample consisted of 402 banking service users, who have responded to the questionnaire. The results indicate that co-creation behavior influences customer's loyalty toward the banking service provider.
Co-creation behavior, value co-creation, service loyalty, behavioral loyalty, attitudinal loyalty
