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The impact of customer value co-creation and relationship quality on relationship equity : personality traits as a moderator

This study aimed to examine the relationship among customer value co-creation, relationship quality, and relationship equity in the tailoring services in Malaysia. Moreover, this study also investigated whether customer personality trait plays a moderating role in the relationship of value co-cr...

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Main Authors: Nor Asiah Omar,, Ahmad Sabri Kassim,, Muhamad Azrin Nazri,, Farhana Sidek,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2018
Online Access:http://journalarticle.ukm.my/20484/1/30076-102233-1-PB.pdf
http://journalarticle.ukm.my/20484/
https://ejournal.ukm.my/pengurusan/issue/view/1154
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spelling my-ukm.journal.204842022-11-11T09:00:54Z http://journalarticle.ukm.my/20484/ The impact of customer value co-creation and relationship quality on relationship equity : personality traits as a moderator Nor Asiah Omar, Ahmad Sabri Kassim, Muhamad Azrin Nazri, Farhana Sidek, This study aimed to examine the relationship among customer value co-creation, relationship quality, and relationship equity in the tailoring services in Malaysia. Moreover, this study also investigated whether customer personality trait plays a moderating role in the relationship of value co-creation behavior and relationship quality as well as the relationship between relationship quality and relationship equity. A total of 245 questionnaires were collected via purposive sampling from customers seeking tailoring services from SME tailoring businesses. The findings revealed that customer value co-creation has a statistically significant influence on relationship quality. In addition, relationship quality was also positively related to relationship equity. However, the moderating effect of customer personality trait was not significant. This study contributes to the existing literature on customer co-creation and personality traits of consumers in tailoring services of SMEs, particularly in explaining the relationship equity of consumers. Penerbit Universiti Kebangsaan Malaysia 2018 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/20484/1/30076-102233-1-PB.pdf Nor Asiah Omar, and Ahmad Sabri Kassim, and Muhamad Azrin Nazri, and Farhana Sidek, (2018) The impact of customer value co-creation and relationship quality on relationship equity : personality traits as a moderator. Jurnal Pengurusan, 54 . pp. 87-99. ISSN 0127-2713 https://ejournal.ukm.my/pengurusan/issue/view/1154
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description This study aimed to examine the relationship among customer value co-creation, relationship quality, and relationship equity in the tailoring services in Malaysia. Moreover, this study also investigated whether customer personality trait plays a moderating role in the relationship of value co-creation behavior and relationship quality as well as the relationship between relationship quality and relationship equity. A total of 245 questionnaires were collected via purposive sampling from customers seeking tailoring services from SME tailoring businesses. The findings revealed that customer value co-creation has a statistically significant influence on relationship quality. In addition, relationship quality was also positively related to relationship equity. However, the moderating effect of customer personality trait was not significant. This study contributes to the existing literature on customer co-creation and personality traits of consumers in tailoring services of SMEs, particularly in explaining the relationship equity of consumers.
format Article
author Nor Asiah Omar,
Ahmad Sabri Kassim,
Muhamad Azrin Nazri,
Farhana Sidek,
spellingShingle Nor Asiah Omar,
Ahmad Sabri Kassim,
Muhamad Azrin Nazri,
Farhana Sidek,
The impact of customer value co-creation and relationship quality on relationship equity : personality traits as a moderator
author_facet Nor Asiah Omar,
Ahmad Sabri Kassim,
Muhamad Azrin Nazri,
Farhana Sidek,
author_sort Nor Asiah Omar,
title The impact of customer value co-creation and relationship quality on relationship equity : personality traits as a moderator
title_short The impact of customer value co-creation and relationship quality on relationship equity : personality traits as a moderator
title_full The impact of customer value co-creation and relationship quality on relationship equity : personality traits as a moderator
title_fullStr The impact of customer value co-creation and relationship quality on relationship equity : personality traits as a moderator
title_full_unstemmed The impact of customer value co-creation and relationship quality on relationship equity : personality traits as a moderator
title_sort impact of customer value co-creation and relationship quality on relationship equity : personality traits as a moderator
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2018
url http://journalarticle.ukm.my/20484/1/30076-102233-1-PB.pdf
http://journalarticle.ukm.my/20484/
https://ejournal.ukm.my/pengurusan/issue/view/1154
_version_ 1751537468245540864
score 13.211869

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