| Abstract [eng] |
During the last decade virtual organizations are expanding and more companies are applying e-commerce processes in their industries. Many researchers and practitioners have already realized that e-commerce helps to attract customers and the market is no longer local but world-wide. McDowel (2001) once mentioned that, \"the whole world market is only one click away”. According to Pazam et al. (2016) satisfaction is one of the most important issues for every company that seeks to be competitive. Meeting user's needs enables the company to ensure long-term relationships. Customers participating in co-creation could help companies to create products or services that could attract more customers. That is why co-creation could be effective way to understand customer’s needs and opinions about the production. Even though researchers and practitioners are interested in co-creation phenomenon, there’s a lack of research that would analyze how levels of co-creation affects customer satisfaction and loyalty. Dong et al. (2008), says that customers are more satisfied when they are engaging in higher co-creation levels. Even though Ple and Chumpitaz Caceres (2010) argues with this opinion and says, that consumers are not always are willing to participate in co-creation. They propose that participation in co-creation processes may not provide a higher satisfaction, in some cases, it even can lead to consumer dissatisfaction, which they named, as \"co-destruction”. Meanwhile, co-creation influence to loyalty, according Lam et al. (2004) is essential part of the consumer loyalty, but Ribbnik et al. (2004) does not agree and says that in e-business sector loyalty is not always a result of participation in co-creation and Reinartz (2002) also hypothesized that satisfied customer is not necessarily a loyal customer and loyal consumer is not necessarily satisfied. It is obvious that different level of participation in co-creation may affect customer satisfaction and loyalty in different ways, so this work will try to answer research question: How different levels of participating in co-creation affect satisfaction and loyalty? Research object: The Impact of Co-Creation on Customer Satisfaction and Loyalty: The Case of Electronic Commerce. The aim of the paper: Theoretically justify and empirically test participation in co-creation impact on consumer satisfaction and loyalty in the case of e-business. |
