Marketing model on value co-creation concept

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K03720
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Bunkyo Gakuin University
• Principal Investigator: Watanabe Yoshiaki 文京学院大学, 外国語学部, 准教授 (60718154)
• Co-Investigator(Renkei-kenkyūsha): SHIMAGUCHI Mitsuaki 嘉悦大学, 大学院ビジネス創造研究科, 教授 (30051692)
• Project Period (FY): 2015-04-01 – 2018-03-31
• Keywords: 価値共創 / スイッチング・コスト / 顧客内シェア / 法人顧客リレーションシップ / 個人顧客リレーションシップ

Outline of Final Research Achievements

In this research, a conceptual framework in both business-to-business (BtoB) and business-to-consumer (BtoC) relationships is built to connect the key constructs of value co-creation, switching costs, and customer share. The concept of value co-creation positions a value as what a company and its customers create together, instead of what a company provides to its customers unilaterally. In particular, by analyzing the results of a quantitative survey, taking the example of corporate financial services (BtoB) and hairdressing services (BtoC) as an example, this research provides insights on 1) mediation effect of the level of credence qualities on value co-creation, 2) mediation effect of implementation of value co-creation on switching costs and customer share, and 3) moderation effect of credence qualities and value co-creation on switching costs and customer share.

Free Research Field

経営学