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Customer Participation In Online Co-creation Experience: The Role Of E-service Quality

Tamer H. Elsharnouby, A. Mahrous
Published 2015 · Business

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Purpose – This exploratory paper aims to extend the research on customer co-creation behavior into an emerging market. To this end, it empirically examines the influence of e-service quality dimensions on customers’ willingness to participate in online co-creation experience, in conjunction with customer attitude and intention. Design/methodology/approach – Data from a sample of 215 customers from the Egyptian telecommunication sector were collected and analyzed using structural equation modeling technique. Findings – The findings suggest that, although five e-service quality dimensions (efficiency, system availability, privacy, responsiveness and compensation) affect the attitude toward the Web site, another set of the dimensions (efficiency, fulfillment, compensation and contact) affects customers’ willingness to participate in the co-creation experience. The findings also support that customers’ attitudes toward the Web site affect the intention to use the Web site, which, in turn, affects customers’ w...
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