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All Journal SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS
Adinda Farhana
Institut Teknologi Bandung
Economics, Econometrics & Finance

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Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty? Adinda Farhana
SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS SIJDEB, Vol. 5, No. 2, June 2021
Publisher : Faculty of Economics, Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/sijdeb.v1i2.191-206

Abstract

The emergence of E-commerce has brought many advantages, especially in economic development. With the increasing number of E-commerce users, it is crucial for e-commerce platforms to sustain their business. Applying value co-creation is beneficial for e-commerce to gain a competitive advantage that leads to customer loyalty. This study aims to seek the correlation between key constructs in Social Exchange Theory which is satisfaction and trust with value co-creation behaviour. Further, this study also investigates whether the value co-creation behaviour leads to customer’s loyalty.The research uses SEM-PLS to examine the model, and the result indicates value co-creation behavior that consists of participation behavior and citizenship behavior influences customer loyalty positively. Hence, the e-commerce platform needs to gain customer trust and satisfaction to enhance customer willingness to value co-creation behavior, leading to customer loyalty.
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