The impact of customer value co-creation and relationship quality on relationship equity: Personality traits as a moderator

Nor Asiah Omar, Ahmad Sabri Kassim, Muhamad Azrin Nazri, Farhana Sidek

Research output: Contribution to journalArticle

Abstract

This study aimed to examine the relationship among customer value co-creation, relationship quality, and relationship equity in the tailoring services in Malaysia. Moreover, this study also investigated whether customer personality trait plays a moderating role in the relationship of value co-creation behavior and relationship quality as well as the relationship between relationship quality and relationship equity. A total of 245 questionnaires were collected via purposive sampling from customers seeking tailoring services from SME tailoring businesses. The findings revealed that customer value co-creation has a statistically significant influence on relationship quality. In addition, relationship quality was also positively related to relationship equity. However, the moderating effect of customer personality trait was not significant. This study contributes to the existing literature on customer co-creation and personality traits of consumers in tailoring services of SMEs, particularly in explaining the relationship equity of consumers.

Original languageEnglish
JournalJurnal Pengurusan
Volume54
Publication statusPublished - 1 Jan 2018

Fingerprint

Moderator
Personality traits
Customer value
Relationship quality
Value co-creation
Equity
Tailoring
Small and medium-sized enterprises
Co-creation of value
Questionnaire
Moderating effect
Co-creation
Malaysia
Sampling

Keywords

  • Personality trait
  • Relationship equity
  • Relationship quality
  • Tailoring services
  • Value co-creation

ASJC Scopus subject areas

  • Business and International Management
  • Accounting
  • Business, Management and Accounting (miscellaneous)

Cite this

The impact of customer value co-creation and relationship quality on relationship equity : Personality traits as a moderator. / Omar, Nor Asiah; Kassim, Ahmad Sabri; Nazri, Muhamad Azrin; Sidek, Farhana.

In: Jurnal Pengurusan, Vol. 54, 01.01.2018.

Research output: Contribution to journalArticle

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