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.

Representative items

• I provide this company with the information it needs to serve me well. (Information Sharing)
• I inform this company of my needs and preferences accurately. (Information Sharing)
• I follow the company's instructions when using the service. (Responsible Behaviour)
• I use the service appropriately and as intended. (Responsible Behaviour)
• I am polite and friendly when dealing with this company's employees. (Personal Interaction)

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.