TY - JOUR
T1 - Value co-creation effects on transaction cost, relational capital, and loyalty of hair salon customers
T2 - Results and implications of a Ghanaian study
AU - Xiao, Wen
AU - Opata, Christian Narh
AU - Tetteh, Stephen
AU - John Narh, Tettey Wayo
AU - Hinson, Robert E.
N1 - Publisher Copyright:
© 2020, © 2020 Africa Scholarship Development Enterprize.
PY - 2020/5/3
Y1 - 2020/5/3
N2 - This study aimed to examine customer relational capital, transaction cost, and loyalty with value co-creation in the Ghanaian hair-dressing business sector. Participants were 455 female hair-dressing customers (mean age = 2.56 years, SD = 1.07 years, age range 22 to 68). Respondents completed existing measures of value co-creation, relational capital, transaction cost, and customer loyalty. The data was analysed by performing structural equation modelling using SmartPLS. The findings show that value co-creation enhances customer relational capital, transaction cost, and loyalty. The findings further show that relational capital significantly influences loyalty, while transaction cost did not. The findings of this study imply that value co-creation is of competitive advantage, influencing relational capital and customer loyalty. Relational capital with customer transaction cost is important to customer-oriented value co-creation in the hair-dressing industry.
AB - This study aimed to examine customer relational capital, transaction cost, and loyalty with value co-creation in the Ghanaian hair-dressing business sector. Participants were 455 female hair-dressing customers (mean age = 2.56 years, SD = 1.07 years, age range 22 to 68). Respondents completed existing measures of value co-creation, relational capital, transaction cost, and customer loyalty. The data was analysed by performing structural equation modelling using SmartPLS. The findings show that value co-creation enhances customer relational capital, transaction cost, and loyalty. The findings further show that relational capital significantly influences loyalty, while transaction cost did not. The findings of this study imply that value co-creation is of competitive advantage, influencing relational capital and customer loyalty. Relational capital with customer transaction cost is important to customer-oriented value co-creation in the hair-dressing industry.
KW - loyalty
KW - relational capital
KW - transaction cost
KW - value co-creation
UR - http://www.scopus.com/inward/record.url?scp=85087639044&partnerID=8YFLogxK
U2 - 10.1080/14330237.2020.1767927
DO - 10.1080/14330237.2020.1767927
M3 - Article
AN - SCOPUS:85087639044
SN - 1433-0237
VL - 30
SP - 217
EP - 224
JO - Journal of Psychology in Africa
JF - Journal of Psychology in Africa
IS - 3
ER -