Relationship glue

Customers and marketers co-creating a purchase experience

Edwin Rajah, Roger Marshall, Inwoo Nam

Research output: Contribution to journalArticle

22 Citations (Scopus)

Abstract

Co-creation occurs when a customer works together with a marketer to create a consumption experience that adds value to the purchase process. Although authors have proposed this idea before, this research reports the first empirical support. The research instrument first exposes different respondents to scenarios that differ in the extent of co-creation present whilst retaining exactly the same eventual purchase outcome. Then the research variables (Co-creation, Trust, Satisfaction, Relationship strength, and Loyalty) are measured. A structural equation model provides positive support for the hypothesized relationships, where co-creation does indeed strengthen the relationship through increasing levels of satisfaction and trust.

Original languageEnglish
Pages (from-to)367-373
Number of pages7
JournalAdvances in Consumer Research
Volume35
Publication statusPublished - 2008

Fingerprint

Adhesives
Structural Models
Research
Purchase
Customer relationship
Marketers
Co-creation
Surveys and Questionnaires

ASJC Scopus subject areas

  • Applied Psychology
  • Economics and Econometrics
  • Marketing

Cite this

Relationship glue : Customers and marketers co-creating a purchase experience. / Rajah, Edwin; Marshall, Roger; Nam, Inwoo.

In: Advances in Consumer Research, Vol. 35, 2008, p. 367-373.

Research output: Contribution to journalArticle

@article{fa71a40ebfcd4635932c884cf92995c6,
title = "Relationship glue: Customers and marketers co-creating a purchase experience",
abstract = "Co-creation occurs when a customer works together with a marketer to create a consumption experience that adds value to the purchase process. Although authors have proposed this idea before, this research reports the first empirical support. The research instrument first exposes different respondents to scenarios that differ in the extent of co-creation present whilst retaining exactly the same eventual purchase outcome. Then the research variables (Co-creation, Trust, Satisfaction, Relationship strength, and Loyalty) are measured. A structural equation model provides positive support for the hypothesized relationships, where co-creation does indeed strengthen the relationship through increasing levels of satisfaction and trust.",
author = "Edwin Rajah and Roger Marshall and Inwoo Nam",
year = "2008",
language = "English",
volume = "35",
pages = "367--373",
journal = "Advances in Consumer Research",
issn = "0098-9258",
publisher = "Sheridan Books",

}

TY - JOUR

T1 - Relationship glue

T2 - Customers and marketers co-creating a purchase experience

AU - Rajah, Edwin

AU - Marshall, Roger

AU - Nam, Inwoo

PY - 2008

Y1 - 2008

N2 - Co-creation occurs when a customer works together with a marketer to create a consumption experience that adds value to the purchase process. Although authors have proposed this idea before, this research reports the first empirical support. The research instrument first exposes different respondents to scenarios that differ in the extent of co-creation present whilst retaining exactly the same eventual purchase outcome. Then the research variables (Co-creation, Trust, Satisfaction, Relationship strength, and Loyalty) are measured. A structural equation model provides positive support for the hypothesized relationships, where co-creation does indeed strengthen the relationship through increasing levels of satisfaction and trust.

AB - Co-creation occurs when a customer works together with a marketer to create a consumption experience that adds value to the purchase process. Although authors have proposed this idea before, this research reports the first empirical support. The research instrument first exposes different respondents to scenarios that differ in the extent of co-creation present whilst retaining exactly the same eventual purchase outcome. Then the research variables (Co-creation, Trust, Satisfaction, Relationship strength, and Loyalty) are measured. A structural equation model provides positive support for the hypothesized relationships, where co-creation does indeed strengthen the relationship through increasing levels of satisfaction and trust.

UR - http://www.scopus.com/inward/record.url?scp=79956274704&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=79956274704&partnerID=8YFLogxK

M3 - Article

VL - 35

SP - 367

EP - 373

JO - Advances in Consumer Research

JF - Advances in Consumer Research

SN - 0098-9258

ER -