The Customer's Perception of Value Co-Creation. The Appropiateness of Yi and Gong's Scale in the Spanish Context

This work is centered on the validating of Yi and Gong's 2013 scale for measuring value co-creation behavior from the customer's perspective. The recommendations of Camisón and Bou (2000) are followed. To do so, the measurement instrument's flexibility and validity are valued, using a sample of 374 users of services related to personal care. The results confirm the scale's multidimensionality for the Spanish context. However, they show that there are five dimensions and fifteen items, compared to the original scale's twenty-nine items and five dimensions. The main contributions stem from the development of the scale whenever its acceptation requires showing its stability in different environments and situations. Regarding management implications, the study contributes to facilitating the measurement of the degree of customers' active participation in the service's delivery and provision. This question is considered to be of great importance to increase the customer's involvement with, and commitment and loyalty toward, the organization