Abstract:

As today’s empowered consumers increasing put businesses under pressure to co-create value with them, businesses are uncertain if involving customers in value co-creation is a potent strategy for winning customers’ loyalty. This study attempts to predict customer loyalty based on the DART (dialogue, access, risk assessment and transparency) model of co-creation. In a cross-sectional survey, involving 364 clients of pension service firm across MDAs in Southeastern Nigeria, we found that the dialogue, access and transparency dimensions of co-create significantly predicts customer loyalty. The implication of the study for practice is discussed.