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CCV Scale: Development and Validation of Customer Co-Created Value Scale in E-Services

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Abstract

The present study aims to conceptualize, structure, refine and empirically validate a customer co-created value (CCV) scale. Two stage approach has been undertaken for conceptualizing value co-creation: stage 1 involved initial item generation for CCV through qualitative research and purification through exploratory factor analysis; stage 2 comprised validation of CCV using confirmatory factor analysis and structural equation modelling. Total 19 items were classified into the following five dimensions of CCV: relational, personal, economic, interactive, and experiential. Findings of the study reveal that co-created value significantly affects customer satisfaction. Based on various reliability and validity tests, the considered scale exhibits good psychometric properties. The study seeks to conceptualize and empirically measure value co-created in e-services context.

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  1. Symbiosis Institute of Management Studies, Symbiosis International University, Pune, Maharashtra, India

    Amit Kumar Agrawal

  2. Department of Management Studies, Indian Institute of Technology Roorkee, Haridwar, Uttarakhand, India

    Zillur Rahman

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Agrawal, A.K., Rahman, Z. CCV Scale: Development and Validation of Customer Co-Created Value Scale in E-Services. Curr Psychol 38, 720–736 (2019). https://doi.org/10.1007/s12144-017-9639-z

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