How buyer relationship influences value co-creation

The moderating role of personality traits

Nor Asiah Omar, Ahmad Sabri Kassim, Suhaily Mohd-Ramly, Muhamad Azrin Nazri, Syed Shah Alam Syed Shah Alam, Zizah Che Senik

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

The relationship between customers and retailers is more complicated nowadays due to the sophisticated trends of current service retail landscape. To address the issue, this research aims to investigate the effect of relationship quality (RQ), customer value co-creation (CVCB), personality traits on relationship equity in the tailoring services’ market. Additionally, this study examines the effect of personality trait as the moderator in the relationships of RQ-CVCB and RQ-relationship equity. Based on a sample of 245 customers from SME tailoring businesses, results reveal that RQ has a statistically significant influence on CVCB. In addition, RQ, CVCB and personality traits are also positively related to relationship equity. The results also demonstrate that personality traits moderate the relationship between RQ and CVCB.

Original languageEnglish
Pages (from-to)325-345
Number of pages21
JournalInternational Journal of Business and Management Science
Volume8
Issue number2
Publication statusPublished - 1 Jan 2018

Fingerprint

Personality traits
Buyers
Relationship quality
Value co-creation
Equity
Tailoring
Moderator
Retailers
Customer value
Research issues
Customer relationship
Retail services
Small and medium-sized enterprises
Business results

Keywords

  • Co-creation
  • Personality trait
  • Relationship equity
  • Relationship quality
  • Tailoring services

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics

Cite this

How buyer relationship influences value co-creation : The moderating role of personality traits. / Omar, Nor Asiah; Kassim, Ahmad Sabri; Mohd-Ramly, Suhaily; Nazri, Muhamad Azrin; Syed Shah Alam, Syed Shah Alam; Che Senik, Zizah.

In: International Journal of Business and Management Science, Vol. 8, No. 2, 01.01.2018, p. 325-345.

Research output: Contribution to journalArticle

@article{db313fa6c2084dfcb2d98500dc2414bf,
title = "How buyer relationship influences value co-creation: The moderating role of personality traits",
abstract = "The relationship between customers and retailers is more complicated nowadays due to the sophisticated trends of current service retail landscape. To address the issue, this research aims to investigate the effect of relationship quality (RQ), customer value co-creation (CVCB), personality traits on relationship equity in the tailoring services’ market. Additionally, this study examines the effect of personality trait as the moderator in the relationships of RQ-CVCB and RQ-relationship equity. Based on a sample of 245 customers from SME tailoring businesses, results reveal that RQ has a statistically significant influence on CVCB. In addition, RQ, CVCB and personality traits are also positively related to relationship equity. The results also demonstrate that personality traits moderate the relationship between RQ and CVCB.",
keywords = "Co-creation, Personality trait, Relationship equity, Relationship quality, Tailoring services",
author = "Omar, {Nor Asiah} and Kassim, {Ahmad Sabri} and Suhaily Mohd-Ramly and Nazri, {Muhamad Azrin} and {Syed Shah Alam}, {Syed Shah Alam} and {Che Senik}, Zizah",
year = "2018",
month = "1",
day = "1",
language = "English",
volume = "8",
pages = "325--345",
journal = "International Journal of Business and Management Science",
issn = "1837-6614",
publisher = "Society for Alliance, Fidelity and Advancement",
number = "2",

}

TY - JOUR

T1 - How buyer relationship influences value co-creation

T2 - The moderating role of personality traits

AU - Omar, Nor Asiah

AU - Kassim, Ahmad Sabri

AU - Mohd-Ramly, Suhaily

AU - Nazri, Muhamad Azrin

AU - Syed Shah Alam, Syed Shah Alam

AU - Che Senik, Zizah

PY - 2018/1/1

Y1 - 2018/1/1

N2 - The relationship between customers and retailers is more complicated nowadays due to the sophisticated trends of current service retail landscape. To address the issue, this research aims to investigate the effect of relationship quality (RQ), customer value co-creation (CVCB), personality traits on relationship equity in the tailoring services’ market. Additionally, this study examines the effect of personality trait as the moderator in the relationships of RQ-CVCB and RQ-relationship equity. Based on a sample of 245 customers from SME tailoring businesses, results reveal that RQ has a statistically significant influence on CVCB. In addition, RQ, CVCB and personality traits are also positively related to relationship equity. The results also demonstrate that personality traits moderate the relationship between RQ and CVCB.

AB - The relationship between customers and retailers is more complicated nowadays due to the sophisticated trends of current service retail landscape. To address the issue, this research aims to investigate the effect of relationship quality (RQ), customer value co-creation (CVCB), personality traits on relationship equity in the tailoring services’ market. Additionally, this study examines the effect of personality trait as the moderator in the relationships of RQ-CVCB and RQ-relationship equity. Based on a sample of 245 customers from SME tailoring businesses, results reveal that RQ has a statistically significant influence on CVCB. In addition, RQ, CVCB and personality traits are also positively related to relationship equity. The results also demonstrate that personality traits moderate the relationship between RQ and CVCB.

KW - Co-creation

KW - Personality trait

KW - Relationship equity

KW - Relationship quality

KW - Tailoring services

UR - http://www.scopus.com/inward/record.url?scp=85061984239&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85061984239&partnerID=8YFLogxK

M3 - Article

VL - 8

SP - 325

EP - 345

JO - International Journal of Business and Management Science

JF - International Journal of Business and Management Science

SN - 1837-6614

IS - 2

ER -