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Customer participation in online co-creation experience: the role of e-service quality

Tamer H. Elsharnouby (Department of Management and Marketing, Qatar University, Doha, Qatar AND Department of Business Administration, Cairo University, Giza, Egypt)
Abeer A. Mahrous (Department of Business Administration, Cairo University, Giza, Egypt)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 12 October 2015

5054

Abstract

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’ willingness to participate in the online co-creation experience.

Practical implications

In their move toward mass customization, companies face the challenge of engaging a huge number of users. Deep and engaging interactions with customers could be one of the differentiators a company might cultivate to serve the market better. Thus, online co-creation activities might broaden the horizon for a cost-effective approach striving for close ties and a high level of customer engagement.

Originality/value

Despite the intensive use of the Internet in distributing e-services, little attention has been paid thus far to extend e-service quality models to incorporate customer participation in the online co-creation experience. In particular, this exploratory study identifies the important dimensions of e-service quality that influences customers’ willingness to participate in the online co-creation experience.

Keywords

Acknowledgements

The authors would like to thank Professor Debra Zahay and the three anonymous reviewers for their constructive and helpful comments.

Citation

Elsharnouby, T.H. and Mahrous, A.A. (2015), "Customer participation in online co-creation experience: the role of e-service quality", Journal of Research in Interactive Marketing, Vol. 9 No. 4, pp. 313-336. https://doi.org/10.1108/JRIM-06-2014-0038

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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