The role of value co-creation on retailer loyalty and omni-channel shopping frequency
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 17 May 2024
Issue publication date: 4 June 2024
Abstract
Purpose
Drawing upon the social network theory (SNT), the aim of this study is to examine the impact of value co-creation (VCC) on retailer loyalty (RL) and omni-channel shopping frequency (OCF) from the consumer perspective.
Design/methodology/approach
Grounded on SNT, the research focuses on VCC in omni-channel retailing. A paper-based questionnaire was used to examine the role of VCC on OCF and RL, and hypotheses were tested using structural equation modeling (SEM).
Findings
The findings supported the impact of VCC on RL, and in turn, the impact of RL on OCF. However, the results of the analysis reveal that RL has no mediator role between VCC and OCF.
Practical implications
The study shows the increasing role of VCC on RL, and the important role of RL on OCF. The findings reveal that RL has a significant role for VCC and OCF separately but does not have a mediator role between VCC and OCF. Moreover, the study extends the knowledge on VCC in omni-channel retailing.
Originality/value
The new research model, which was hypothesized from SNT, was validated. In the omni-channel retailing context, the study revealed the consumer perspective on VCC, and also the linkages between VCC, RL and OCF.
Keywords
Citation
Kesenduran, N., Yumurtacı Hüseyinoğlu, I.Ö. and Erboz, G. (2024), "The role of value co-creation on retailer loyalty and omni-channel shopping frequency", International Journal of Retail & Distribution Management, Vol. 52 No. 5, pp. 580-595. https://doi.org/10.1108/IJRDM-10-2023-0622
Publisher
:Emerald Publishing Limited
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