Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty?
The emergence of E-commerce has brought many advantages, especially in economic development. With the continuously significant growth of E-commerce users, it is crucial for e-commerce platforms to sustain their business. Applying value co-creation is beneficial for e-commerce to gain a competitive a...
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2021-08-01
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doaj-d38ef331eb47468881936ccb6c9b6aeb2021-09-18T01:15:25ZengFakultas Ekonomi Universitas SriwijayaSriwijaya International Journal of Dynamic Economics and Business2581-29042581-29122021-08-015219120610.29259/sijdeb.v1i2.191-206128Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty?Adinda Farhana0Institut Teknologi BandungThe emergence of E-commerce has brought many advantages, especially in economic development. With the continuously significant growth of E-commerce users, it is crucial for e-commerce platforms to sustain their business. Applying value co-creation is beneficial for e-commerce to gain a competitive advantage that leads to customer loyalty. This study aims to seek the role of value-co creation behaviour as a mediating variable between the key construct in Social Exchange Theory (satisfaction and trust) and customer loyalty. The research uses SEM-PLS to examine the model and the result indicates value co-creation behaviour influences customer loyalty positively. Hence, it is important for the e-commerce platform to gain customer trust and satisfaction to enhance their willingness to value cocreation behaviour, leading to customer loyalty.http://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/232e-commercevalue co-creation behaviorsocial exchange theorycustomer loyalty |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Adinda Farhana |
spellingShingle |
Adinda Farhana Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty? Sriwijaya International Journal of Dynamic Economics and Business e-commerce value co-creation behavior social exchange theory customer loyalty |
author_facet |
Adinda Farhana |
author_sort |
Adinda Farhana |
title |
Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty? |
title_short |
Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty? |
title_full |
Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty? |
title_fullStr |
Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty? |
title_full_unstemmed |
Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty? |
title_sort |
applying social exchange theory to value co-creation frame: does it leads to customer loyalty? |
publisher |
Fakultas Ekonomi Universitas Sriwijaya |
series |
Sriwijaya International Journal of Dynamic Economics and Business |
issn |
2581-2904 2581-2912 |
publishDate |
2021-08-01 |
description |
The emergence of E-commerce has brought many advantages, especially in economic development. With the continuously significant growth of E-commerce users, it is crucial for e-commerce platforms to sustain their business. Applying value co-creation is beneficial for e-commerce to gain a competitive advantage that leads to customer loyalty. This study aims to seek the role of value-co creation behaviour as a mediating variable between the key construct in Social Exchange Theory (satisfaction and trust) and customer loyalty. The research uses SEM-PLS to examine the model and the result indicates value co-creation behaviour influences customer loyalty positively. Hence, it is important for the e-commerce platform to gain customer trust and satisfaction to enhance their willingness to value cocreation behaviour, leading to customer loyalty. |
topic |
e-commerce value co-creation behavior social exchange theory customer loyalty |
url |
http://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/232 |
work_keys_str_mv |
AT adindafarhana applyingsocialexchangetheorytovaluecocreationframedoesitleadstocustomerloyalty |
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1717377017220956160 |