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The Influence of Customer Value Co-Creation Behavior on SME Brand Equity: An Empirical Analysis

机译：客户价值共创行为对中小企业品牌股权的影响：实证分析

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摘要

Competition in the service industry is intense. To deliver value-added services, more companies are focusing on consumers as a powerful means of establishing firm performance through dialog, participation, and engagement. However, scant research has been conducted to examine whether customer value co-creation can boost brand equity, particularly among SMEs. To address these shortcomings in the literature, this paper investigates the impact of customer value co-creation on brand equity among SME consumers of service industries. A theoretical model is developed and tested using survey data from 548 customers in Malaysia. Structural equation modeling (SEM) is employed to simultaneously test the hypothesized relationships. The results demonstrate a positive relationship between information seeking, responsible behavior, personal interaction, advocacy, tolerance and brand equity. This study contributes to the development of knowledge regarding the transfer of the concept of customer value co-creation to an SME service context.
机译：服务业的竞争激烈。为了提供增值服务，更多公司专注于消费者作为通过对话，参与和参与建立公司性能的强大手段。然而，已经进行了瘢痕的研究，以检查客户价值共同创造是否可以提高品牌股权，特别是中小企业。为解决文学中的这些缺点，本文调查了客户价值共同创造对服务业中小企业消费者的品牌股权的影响。使用来自马来西亚548名客户的调查数据开发和测试了理论模型。结构方程建模（SEM）用于同时测试假设关系。结果展示了信息寻求，负责行为，个人互动，宣传，宽容和品牌股权之间的积极关系。本研究有助于发展关于客户价值共同创建概念到中小企业服务环境的知识。

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