What type of client do you need? The brand value co-creation in the banking sector

Peña García, Nathalie; Losada Otálora, Mauricio; Juliao Rossi, Jorge

doi:https://doi.org/10.3389/fpsyg.2022.988985

dc.contributor.author	Peña García, Nathalie	spa
dc.contributor.author	Losada Otálora, Mauricio	spa
dc.contributor.author	Juliao Rossi, Jorge	spa
dc.date.accessioned	2023-06-21T22:22:57Z
dc.date.available	2023-06-21T22:22:57Z
dc.date.issued	2022-09-06
dc.identifier.uri	http://hdl.handle.net/10726/5030
dc.language.iso	eng
dc.publisher	Frontiers Research Foundation
dc.title	What type of client do you need? The brand value co-creation in the banking sector	eng
dc.type	article
dc.rights.accessrights	info:eu-repo/semantics/openAccess
dc.rights.local	Abierto (Texto Completo)
dc.type.version	info:eu-repo/semantics/acceptedVersion
dc.identifier.instname	instname:Colegio de Estudios Superiores de Administración – CESA
dc.identifier.reponame	reponame:Biblioteca Digital – CESA
dc.identifier.repourl	repourl:https://repository.cesa.edu.co/
dc.description.abstractenglish	Service-dominant logic established that for the success of service industries, it is vital to acknowledge the customer as an active agent in the commercial ecosystem. To carry it out, the consumer must participate in value creation. The resource integration theory exposes the importance of recognizing the customer as an agent capable of improving the company’s competitive advantage. It is only necessary for the participants to perceive benefits to make their resources available and integrate them into the co-creation process. This study aims to find the key customer-based factors that influence the brand value co-creation (VCC) process in the banking sector, analyzing the dynamics in different customers across national cultures and idiosyncrasies. In this paper, we analyze the potential heterogeneous idiosyncrasy of customers and how it leads to becoming more engaged in the co-creation process. Quantitative research was performed in five countries, obtaining a total of 2,029 valid questionnaires where latent profile analyses and ANOVAs were performed to identify and describe the latent profiles (LPA) of consumer co-creators of brand value. Afterward, a PLS-SEM was performed to test the research model in each segment. The results show four different profiles of customer co-creators of brand value, from non-co-creators (detractors), skeptical and neutral, to customers committed to co-creating brand value with their banks. The results indicate that detractor customers lack the motivations and resources to carry out co-creation behaviors. On the other hand, creativity and connectedness were crucial for customers co-creators of value. To the authors’ understanding, no studies have used latent segmentation to find the profiles of customer co-creators of brand value.	eng
dc.type.coar	http://purl.org/coar/resource_type/c_2df8fbb1
dc.relation.citationvolume	13
dc.contributor.orcid	Peña García, Nathalie [0000-0002-6594-5940]
dc.contributor.orcid	Losada Otálora, Mauricio [0000-0002-1791-9086]
dc.contributor.orcid	Juliao Rossi, Jorge [0000-0002-0711-8576]
dc.type.driver	info:eu-repo/semantics/article
dc.type.redcol	http://purl.org/redcol/resource_type/ART
dc.type.coarversion	http://purl.org/coar/version/c_71e4c1898caa6e32
dc.contributor.scopus	Peña García, Nathalie [57202849705]
dc.contributor.scopus	Losada Otálora, Mauricio [55695829400]
dc.contributor.scopus	Juliao Rossi, Jorge [57190065210]
dc.description.orcid	https://orcid.org/0000-0002-6594-5940
dc.description.orcid	https://orcid.org/0000-0002-1791-9086
dc.description.orcid	https://orcid.org/0000-0002-0711-8576
dc.description.scopus	https://www.scopus.com/authid/detail.uri?authorId=57202849705
dc.description.scopus	https://www.scopus.com/authid/detail.uri?authorId=55695829400
dc.description.scopus	https://www.scopus.com/authid/detail.uri?authorId=57190065210
dc.identifier.eissn	1664-1078
dc.relation.ispartofjournal	Frontiers in Psychology
dc.identifier.doi	https://doi.org/10.3389/fpsyg.2022.988985
dc.subject.proposal	Latent profile analysis (LPA)
dc.subject.proposal	Customer profiles
dc.subject.proposal	Cross-cultural study
dc.subject.proposal	Idiosyncrasy
dc.subject.proposal	Brand value
dc.subject.proposal	Co-creation
dc.subject.proposal	Unobserved heterogeneity
dc.rights.coar	http://purl.org/coar/access_right/c_abf2

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