Engaging Customers through Social Media to Improve Industrial Product Development: The Role of Customer Co-Creation Value

This study aims to investigate the effect of social media on customer loyalty with the mediation of customer co-creation value and to build a customer engagement model through co-creation value, which is supported by product improvement perceived in increasing customer loyalty. The data collection e...

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Bibliographic Details
Published inJournal of relationship marketing (Binghamton, N.Y.) Vol. 17; no. 1; pp. 17 - 28
Main Authors Hidayanti, Ida, Herman, Lalu Edy, Farida, Naili
Format Journal Article
LanguageEnglish
Published Binghamton Taylor & Francis LLC 02.01.2018
Subjects
Brand loyalty
Customer relations
Product development
Social networks
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Summary:This study aims to investigate the effect of social media on customer loyalty with the mediation of customer co-creation value and to build a customer engagement model through co-creation value, which is supported by product improvement perceived in increasing customer loyalty. The data collection employed a survey method with structured questionnaires which were distributed to 150 respondents who were the members of social media product communities in Indonesia. The findings showed that interactions through social media are able to increase customer engagement, facilitaitng collaboration in co-creation value, allowing the company to improve and develop products based on customers' needs and desires, which will eventually increase customer loyalty.
ISSN:1533-2667
1533-2675
DOI:10.1080/15332667.2018.1440137