Peña-García Nathalie, Losada-Otálora Mauricio, Juliao-Rossi Jorge
Department of Research, Colegio de Estudios Superiores de Administración (CESA), Bogotá, Colombia.
Departamento de Administración, Facultad de Ciencias Económicas y Administrativas, Pontificia Universidad Javeriana, Bogotá, Colombia.
Front Psychol. 2022 Sep 6;13:988985. doi: 10.3389/fpsyg.2022.988985. eCollection 2022.
Service-dominant logic established that for the success of service industries, it is vital to acknowledge the customer as an active agent in the commercial ecosystem. To carry it out, the consumer must participate in value creation. The resource integration theory exposes the importance of recognizing the customer as an agent capable of improving the company's competitive advantage. It is only necessary for the participants to perceive benefits to make their resources available and integrate them into the co-creation process. This study aims to find the key customer-based factors that influence the brand value co-creation (VCC) process in the banking sector, analyzing the dynamics in different customers across national cultures and idiosyncrasies. In this paper, we analyze the potential heterogeneous idiosyncrasy of customers and how it leads to becoming more engaged in the co-creation process. Quantitative research was performed in five countries, obtaining a total of 2,029 valid questionnaires where latent profile analyses and ANOVAs were performed to identify and describe the latent profiles (LPA) of consumer co-creators of brand value. Afterward, a PLS-SEM was performed to test the research model in each segment. The results show four different profiles of customer co-creators of brand value, from non-co-creators (detractors), skeptical and neutral, to customers committed to co-creating brand value with their banks. The results indicate that detractor customers lack the motivations and resources to carry out co-creation behaviors. On the other hand, creativity and connectedness were crucial for customers co-creators of value. To the authors' understanding, no studies have used latent segmentation to find the profiles of customer co-creators of brand value.
服务主导逻辑表明，对于服务业的成功而言，承认客户是商业生态系统中的积极主体至关重要。为实现这一点，消费者必须参与价值创造。资源整合理论揭示了将客户视为能够提升公司竞争优势的主体的重要性。参与者只需感知到利益，就会愿意提供其资源并将其整合到共创过程中。本研究旨在找出影响银行业品牌价值共创（VCC）过程的关键客户因素，分析不同国家文化和特质下不同客户的动态情况。在本文中，我们分析了客户潜在的异质性特质及其如何导致他们更积极地参与共创过程。在五个国家进行了定量研究，共获得2029份有效问卷，通过潜在剖面分析和方差分析来识别和描述品牌价值消费者共创者的潜在剖面（LPA）。之后，进行了偏最小二乘结构方程模型（PLS-SEM）分析以检验每个细分市场中的研究模型。结果显示了品牌价值客户共创者的四种不同类型，从不参与共创的客户（诋毁者）、持怀疑态度和中立的客户，到致力于与银行共创品牌价值的客户。结果表明，诋毁型客户缺乏进行共创行为的动机和资源。另一方面，创造力和关联性对于价值共创型客户至关重要。据作者了解，尚无研究使用潜在细分来找出品牌价值客户共创者的类型。
