Value Co-Creation: The Effect on Relationship Quality

This research aims to investigate the influence of value co-creation on relationship quality. Co-creation has relational properties, but there are limited studies that discuss the effect of value co-creation on relationship outcomes such as customer satisfaction, commitment, and confidence benefit/trust, and social benefits. Hypotheses testing is done using an experimental method. Value co-creation scenarios are developed using purchasing of tourism travel services settings. Value co-creation is manipulated into high and low conditions. The independent t-test results show that there are differences in confidence benefit/trust and social benefit in high and low-value co-creation groups.