Faculty of Management Sciences, Federal University Otuoke
FEDERAL UNIVERSITY OTUOKE
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Philomena U. OMODAFE (PhD.) & Stanley A. ONOBRAKPEYA
The general objective of the study is to ascertain the effects of value co-creation on customers’ loyalty with particular reference to Fashion-design enterprises in Warri Metropolis of Delta State, South-South, Nigeria. A cross-sectional survey research approach was adopted for the study with self-administered questionnaire used in collecting primary data from a sample size of 215 fashion-design enterprises. The study which is anchored on the resource theory of social exchange explored three constructs and adopted descriptive statistics, correlation and multiple regression analysis for the analysis of data. The findings indicated that customer engagement, resource integration and product customization are value co-creation dimensions and are positively related, and have a significant positive effect on customers’ loyalty. The study therefore concluded that value co-creation has effect on customer’s loyalty. The study recommended that today’s fashion-design enterprises should make efforts to retain custom¬ers by co-creating and delivering value that their customers desire. This can be achieved by creating a compelling customer engagement, resource integration and product customization that will engender customers’ loyalty.
Editorial
Published: 7 June 2019
EFFECT OF VALUE CO-CREATION ON CUSTOMERS’ LOYALTY IN SOUTH-SOUTH, NIGERIA
53-69 (2019)
Abstract
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Author Information
Affiliations
Department of Marketing, School of Business Studies, Delta State Polytechnic, Ogwashi-Uku, Delta State
Philomena U. OMODAFE (PhD.)
Corresponding Author
Philomena U. OMODAFE (PhD.)
Cite this article
Philomena U. OMODAFE (PhD.) & Stanley A. ONOBRAKPEYA (2019). Effect of Value Co-Creation on Customers’ Loyalty in South-South, Nigeria. Otuoke Journal of Management Sciences, 4(1) 53 - 69.
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Stanley A. ONOBRAKPEYA
Department of Marketing, Faculty of Business Administration, University of Nigeria, Enugu Campus, Enugu