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Asian Journal of Management
Year : 2018, Volume : 9, Issue : 2
First page : ( 909) Last page : ( 912)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2018.00143.9

Customer Value Co-Creation behavior as a Determinant of Service Loyalty: Evidence from Banking Services

Radhakrishna B.*

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.


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