Customer Value Co-Creation Scale

What it measures

Measures customer participation in co-creating value with service providers across four behavioural dimensions. Information Sharing captures providing the service provider with accurate personal information, preferences, and context needed to customise the service. Responsible Behaviour captures following instructions, using the service appropriately, and fulfilling the customer's role in the service process. Personal Interaction captures the quality of interpersonal engagement — being cooperative, polite, and showing consideration for the service provider. Feedback captures providing constructive evaluations and suggestions to help improve the service. Grounded in Service-Dominant Logic (Vargo & Lusch, 2004) — the theoretical framework positioning the customer as an active co-creator of value rather than a passive recipient. Customer co-creation behaviour predicts service quality perceptions, satisfaction, and loyalty above and beyond provider-side inputs.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

Information Sharing — sharing relevant information with the service provider (Likert 1–7, strongly disagree to strongly agree)

• I give relevant information to [company] when needed.
• I provide [company] with all the information necessary to complete the service.
• I inform [company] of my preferences regarding the service.
• I provide [company] with accurate information when it is requested.

Responsible Behaviour — following rules and cooperating with the service provider

• I fulfil responsibilities required of me in the service process.
• I cooperate fully with [company] in performing the service.
• I carry out all the expected tasks during the service encounter.
• I follow the instructions of [company] during the service encounter.

Personal Interaction — positive interpersonal engagement with service employees

• I am polite and friendly to employees of [company].
• I treat employees of [company] in a respectful manner.
• I am kind and courteous to the service personnel.
• I act in a friendly manner towards the service employees.

Feedback — providing suggestions and information to improve the service

• I let [company] know when service was not performed as expected.
• I provide useful suggestions to [company] to improve service quality.
• I recommend changes that would improve service delivery to [company].
• I inform [company] of improvements that would make service better.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Four subscale scores. Information Sharing and Feedback are the most impactful dimensions for service quality improvement. Responsible Behaviour is particularly important in self-service and digital service contexts where customer errors directly affect service quality outcomes. The CVCS has been applied in healthcare, banking, hospitality, education, and professional services research. Distinguish from customer engagement (broader, includes emotional and cognitive engagement) — CVCS specifically captures behavioural participation in the service production process.

Recommended companion scales

Citation

Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of the Academy of Marketing Science, 41(6), 702–724.

Keywords