Relationship Glue: Customers and Marketers Co-Creating a Purchase Experience

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.



Citation:

Edwin Rajah, Roger Marshall, and Inwoo Nam (2008) ,"Relationship Glue: Customers and Marketers Co-Creating a Purchase Experience", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 367-373.

Authors

Edwin Rajah, Auckland University of Technology, New Zealand
Roger Marshall, Auckland University of Technology, New Zealand
Inwoo Nam, Nanyang Technological University, Singapore



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

J15. The Deliberation Effect on the Judgment and Choice of Anthropomorphized Products

Juliana M. Batista, EAESP Fundação Getúlio Vargas
Jose Mauro C. Hernandez, Centro Universitário FEI

Read More

Featured

Q11. The Effect of Message Ephemerality on Information Processing

Uri Barnea, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Gideon Nave, University of Pennsylvania, USA

Read More

Featured

A9. I know It’s not real, but I like it!

Junxian Yang, Singapore University of Social Sciences
Yue Wang, Singapore University of Social Sciences
Jufinnie Lim, Singapore University of Social Sciences
Yu-chen Hung, Singapore University of Social Sciences

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.