The impact of value co-creation behavior on customer loyalty in the service domain

As per the tenets of Service-Dominant Logic theory, consumers play an incessant role as proactive participants and collaborative stakeholders within commercial transactions. This orchestrated involvement of consumers in the process of service production enables service providers to discern and address consumer's needs, thus fortifying their competitiveness. As a result, consumers benefit from heightening service performances and competitiveness of the company. The principal aim of this study is to ascertain the foundational underpinnings of value co-creation behavior, particularly as exhibited within the context of utilizing gym services at the California Fitness Center located in Ho Chi Minh City, Vietnam. A comprehensive investigation encompassing a sample size of 315 respondents was conducted using SPSS and AMOS software. The findings of this investigation establish a robust linkage between customer participatory behavior, customer citizenship behavior, and the premise of customer co-creation conduct. However, it is noteworthy that the factor of information-seeking within customer participation did not garner empirical support. Notably, there is a relationship between active co-creator behavior and customer loyalty.