The antecedents and consequents of customer value co-creation among small and medium enterprises

The scholarly understanding of the antecedent and consequent behaviors of customer involvement in the creation process particularly among small and medium enterprises (SME's) are limited to date. So, this paper aims to explore the antecedent and consequent behaviors of the customer involvement in the creation process among SME's. Sample data was collected by administering 384 questionnaires from the customers of SME's. The hypothesized relationships are tested through Structural Equation Modeling. The findings suggest that customer involvement in the creation process is influenced by brand attractiveness, brand response, active engagement and sense of community. Resultantly, customer involvement in the creation process leads to enhanced behavioral loyalty, attitudinal attachment, and resilience against any negative information. A critical limitation lies in this study is the use of only four antecedent and three consequent behaviors of co-creation behavior. Future researchers need to investigate this model with some other antecedent and consequent behaviors. The study provides strategic recommendations to SME's that the marketers should focus on essential customer behaviors as it not only enhances customer involvement in the creation process but resultantly improves behavioral loyalty, attitudinal attachment, and resilience against any negative information. This paper provides an original insight into customer value co-creation by identifying and examining its antecedent and consequent behaviors.