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 language | English |
|---|---|
| Journal | Jurnal Pengurusan |
| Volume | 54 |
| Publication status | Published - 1 Jan 2018 |
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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 journal › Article
}
TY - JOUR
T1 - The impact of customer value co-creation and relationship quality on relationship equity
T2 - Personality traits as a moderator
AU - Omar, Nor Asiah
AU - Kassim, Ahmad Sabri
AU - Nazri, Muhamad Azrin
AU - Sidek, Farhana
PY - 2018/1/1
Y1 - 2018/1/1
N2 - 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.
AB - 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.
KW - Personality trait
KW - Relationship equity
KW - Relationship quality
KW - Tailoring services
KW - Value co-creation
UR - http://www.scopus.com/inward/record.url?scp=85061076606&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85061076606&partnerID=8YFLogxK
M3 - Article
VL - 54
JO - Jurnal Pengurusan
JF - Jurnal Pengurusan
SN - 0127-2713
ER -