DART Antecedents and Customer Loyalty Consequences of Customer Participation: An Empirical Study

Authors

  • David Prócel Hua Zhong University of Science and Technology
  • Jing Zhang Hua Zhong University of Science and Technology

DOI:

https://doi.org/10.33423/jmdc.v13i1.685

Keywords:

Business, Marketing Development, Customer Loyalty, Marketing

Abstract

The purpose of this paper is to examine the impact of dialogue, access, risk assessment and transparency (DART) upon customer participation (CP). It also explores how customer participation improves customer loyalty (CL) via customer perceived value (CPV) and emotion.
The model connects DART antecedents and customer loyalty consequence of customer participation in value co-creation process as established. In total, eight hypotheses are postulated and testing was conducted through structural equation modeling using PLS-SEM, utilizing data from 200 customers around the world, mainly in China and Ecuador.

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Published

2019-03-03

How to Cite

Prócel, D., & Zhang, J. (2019). DART Antecedents and Customer Loyalty Consequences of Customer Participation: An Empirical Study. Journal of Marketing Development and Competitiveness, 13(1). https://doi.org/10.33423/jmdc.v13i1.685

Issue

Vol. 13 No. 1 (2019)

Section

Articles

License

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