(The Effect of Value Co-Creation on Repurchase Intention in Airline Service System)

Abstract

Purpose – Value co-creation approaches that are important in service research and practice processes focus on the interactions between stakeholders. In this respect, the study aims to reveal the effect of value co-creation behavior on the repurchase intention in the context of airline-passenger interaction in the airline service system.
Design/methodology/approach – The data used in the study were obtained from 217 airline passengers. Likert scale was used to measure the questionnaire and Partial Least Squares-Structural Equation Model (PLS-SEM) technique was used to test the hypotheses. Value co-creation behavior include customer participation behavior (information seeking, information sharing, responsible behavior, personal interaction) and customer citizenship behavior (feedback, advocacy, helping, tolerance).
Findings – Findings suggest that the information seeking (customer participation behavior), advocacy and tolerance (customer citizenship behavior) have a positive and statistically significant relationship on repurchase intention of the airline passengers.
Discussion – The findings of the study empirically testing the effect of value co-creation behavior on the repurchase intention show similarities with studies in the literature. The relationship forms between passengers and airline companies enable problems to be solved easily and prevent negative externalities. Because of the limited number of the studies which have customer participation and citizenship behavior sub-dimensions, the study has an original value.