International Journal of Nonlinear Analysis and Applications

Using structural equation modeling in investigating the effect of the perception of innovation and customer involvement on the customers' perceived value and behavioral tendencies through creation of shared value in the tire industry

Document Type : Research Paper

Authors

Department of Business Management, Tehran North Branch, Islamic Azad University, Tehran, Iran

Abstract

This research aims to identify the impact of customer perception of innovation and customer involvement on the customers' perceived value and behavioral tendencies through the creation of shared value in the statistical community of tire sales agents in the country with an applied purpose and correlational research method. The evidence was collected using a closed-ended questionnaire from 650 samples using the stratified random sampling method, and validity with construct indices and validity with the internal consistency method were investigated and supported. Descriptive analysis using central tendency and dispersion indices and inferential analysis using structural equation modeling has been done. The fit indices of the model have supported the compatibility of the conceptual model with the supporting theoretical model and the structural part of the model from the twelve hypotheses of the research in a positive and meaningful way. The results indicate that increasing customer perception of innovation and involvement leads to increased perceived value, customer behavioral tendencies, cooperative behaviors, and customer citizenship. Participatory and citizenship behaviors of customers also increase the customers' perceived value and behavioral tendencies. Also, the indirect effect of customer perception of innovation and customer involvement on the customers' perceived value and behavioral tendencies through cooperative behaviors and customer citizenship has been supported. Therefore, tire manufacturers can provide a competitive advantage and success in the tire industry by planning to improve model structures.

Keywords

[1] R.G. Bilro and S.M.C. Loureiro, A consumer involvement systematic review: synthesis and research agenda, Span. J. Market.-ESIC. 24 (2020), no. 3, 283-307.
[2] S.L. Boateng, Online relationship marketing and customer loyalty: A signaling theory perspective, Int. J. Bank Market. 37 (2019), no.1, 226–240.
[3] J. Carlson, J. Wyllie, M.M. Rahman and R. Voola, Enhancing brand relationship performance through customer participation and value creation in social media brand communities, J. Retail.d Consumer Serv. 50 (2019), 333–341.
[4] M.L. Cheung, G.D. Pires, P.J. Rosenberger and M.J. De Oliveira, Driving consumer– Brand involvement and co-creation by brand interactivity, Market. Intell. Plan. 38 (2020), no. 4, 523–541.
[5] A. Chapman and A. Dilmperi, Luxury brand value co-creation with online brand communities in the service encounter, J. Bus. Res. 144 (2022), 902–921.
[6] V. Demary, Stepping up the Game: The Role of Innovation in the Sharing Economy, German Economic Institute (IW), Cologne, 2017.
[7] W. Deng, C. Lu, Y. Lin and W. Chen, A study on the effect of tourists value co-creation on the perceived value of souvenirs: mediating role of psychological ownership and authenticity, Asia Pacific J. Tourism Res. 26 (2021), no. 2, 200–214.
[8] A. Dettori, M. Floris and C. Dessi, Customer-perceived quality, innovation and tradition: some empirical evidence, TQM J. 32 (2020), no. 6, 1467–1486.
[9] M.I. El-Adly and R. Eid, An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context, J. Retail. Consumer Serv. 31 (2016), 217–227.
[10] J. Fishman, V. Lushin and D.S. Mandell, Predicting implementation: comparing validated measures of intention and assessing the role of motivation when designing behavioral interventions, Implement. Sci. Commun. 1 (2020), no.1, 1–10.
[11] H. Getnet, A. O’Cass, H. Ahmadi and V. Siahtiri, Supporting product innovativeness and customer value at the bottom of the pyramid through context-specific capabilities and social ties, Ind. Market. Manag. 83 (2019), 70–80.
[12] A.X. Guo, Y.Z. Guo, H.J. Li, X.F. Sun and C.H. Song, An empirical study on the impact of tourist perceived value on revisit intention—the role of tourist satisfaction and risk likelihood, Tour. Trib. 33 (2018), 63–73.
[13] V. Hamalainen, T. Gronroos, A. Suonpaa, M.W. Heikkila, B. Romein, P. Ihalainen, S. Malandra and K.R. Birikh, Enzymatic processes to unlock the lignin value, Front. Bioengin. Biotechnol. 6 (2018), no. 20.
[14] F. Hameed and Y. Awan, Effect of dimensions of advertising on behavioral intentions of customers, Pakistan Bus. Review. 19 (2017), no. 1, 138–156.
[15] R. Hapsari, M.D. Clemes and D. Dean, The impact of service quality, customer involvement and selected marketing constructs on airline passenger loyalty, Int. J. Qual. Serv. Sci. 9 (2017), no. 1, 21–40.
[16] P. Harrigan, U. Evers, M. Miles and T. Daly, Customer involvement and the relationship between involvement, involvement, self-brand connection and brand usage intent, J. Bus. Res. 88 (2018), 388–396.
[17] M.H.W. Ho and H.F.L. Chung, Customer involvement, customer equity and repurchase intention in mobile apps, J. Bus. Res. 121 (2020), 13–21.
[18] L.D. Hollebeek and K. Macky, Digital content marketing’s role in fostering consumer involvement, trust, and value: Framework, fundamental propositions, and implications, J. Interact. Market. 45 (2019), 27–41.
[19] J.-C. Hong, P.-H. Lin and P.-C. Hsieh, The effect of consumer innovativeness on perceived value and continuance intention to use smartwatch, Comput. Human Behav. 67 (2017), 264–272.
[20] M. Kamali, H. Zarea, Z. Su and S. Soltani, The influence of value co-creation on customer loyalty, behavioural intention, and customer satisfaction in emerging markets, AD-minister. 39 (2021), 5–24.
[21] H.W. Kartanegara and K. Keni, The effect of customer involvement, perceived value and customer satisfaction toward customer loyalty in the Indonesian low-cost airline's industry, 3rd Tarumanagara Int. Conf. Appl. Soc. Sci. Human. (TICASH 2021), 2022.
[22] E. Kim, L. Tang and R. Bosselman, Customer perceptions of innovativeness: An accelerator for value co-creation, J. Hospital. Tourism Res. 43 (2019), no. 6, 807–838.
[23] C. Leckie, M.W. Nyadzayo and L.W. Johnson, Promoting brand involvement behaviors and loyalty through perceived service value and innovativeness, J. Serv. Mark. 32 (2018), no. 1, 70–082.
[24] C. Leckie, M. Nyadzayo and L. Johnson, Antecedents of consumer brand involvement and brand loyalty, J. Market. Manag. 32 (2016), no. 5-6, 558–578.
[25] S. Lee and D.Y. Kim, The effect of hedonic and utilitarian values on satisfaction and loyalty of Airbnb users, Int. J. Contemp. Hospital. Manag. 30 (2018), no.3, 1332–1351.
[26] K. Lemon and P.C. Verhoef, Understanding customer experience throughout the customer journey, J. Market. 80 (2016), no. 6, 69–96.
[27] J. Liu and W. Jo, Value co-creation behaviors and hotel loyalty program member satisfaction based on involvement and involvement: Moderating effect of company support, J. Hospital. Tourism Manag. 43 (2020), 23–31.
[28] M. Majeed, C. Asare, A. Fatawu and A. Abubakari, An analysis of the effects of customer satisfaction and involvement on social media on repurchase intention in the hospitality industry, Cogent Bus. Mana. 9 (2022), no. 1.
[29] B. Meng and M. Cui, The role of co-creation experience in forming tourists’ revisit intention to home-based accommodation: Extending the theory of planned behavior, Tourism Manag. Perspect. 33 (2020).
[30] L. Mengcheng and T. Tuure, Information technology–supported value co-creation and co-destruction via social interaction and resource integration in service systems, J. Strategic Inf. Syst. 31 (2022), no. 2.
[31] N.A. Mohamad Aini, N. Othman, M.H. Hussin, K. Sahakaro and N. Hayeemasae, Lignin as alternative reinforcing filler in the rubber industry: a review, Front. Material. 6 (2020), 329.
[32] M.A. Moliner, D. Monferrer-Tirado and M. Estrada-Guill´en, Consequences of customer involvement and customer self-brand connection, J. Serv. Market. 32 (2018), no. 4, 387-399.
[33] A. Pansari and V. Kumar, Customer involvement: the construct, antecedents, and consequences, J. Aacad. Market. Sci. 45 (2017), no. 3, 294–311.
[34] A.T. Paringan and S. Novani, The roles of customer perception of innovativeness and involvement on loyalty through value co-creation Behaviors: The case of food-delivery service, Binus Bus. Rev. 13 (2022), no.1, 81–96.
[35] N.K. Prebensen and J. Xie, Efficacy of co-creation and mastering on perceived value and satisfaction in tourists’ consumption, Tourism Manag. 60 (2017), 166–176.
[36] R.A. Rather and L.D. Hollebeek, Exploring and validating social identification and social exchange-based drivers of hospitality customer loyalty, Int. J. Contemp. Hospital. Manag. 31 (2019), no. 3, 1432–1451.
[37] F.D.O. Santini, W.J. Ladeira, D.C. Pinto, M.M. Herter, C.H. Sampaio and B.J. Babin, Customer involvement in social media: A framework and meta-analysis, J. Acad. Market. Sci. 48 (2020), no. 6, 1211–1228.
[38] M. Sarstedt, L. Radomir, O.I. Moisescu and Ch.M. Ringle, Latent class analysis in PLS-SEM: A review and recommendations for future applications, J. Bus. Res. 138 (2022), 398–407.
[39] E. Senbabaoglu, The impact of the service innovativeness on perceived overall service quality, customer loyalty and perceived customer value in shopping sites, Market. Brand. Res. 4 (2017), 371–383.
[40] K. Solakis, J. Pena-Vinces and J.M. Lopez-Bonilla, Value co-creation and perceived value: A customer perspective in the hospitality context, Eur. Res. Manag. Bus. Econ. 28 (2022), no. 1.
[41] B.A. Solem, Influences of customer participation and customer brand involvement on brand loyalty, J. Consumer Market. 33 (2016), no. 5, 332-342.
[42] J. Tidd and J.R. Bessant, Managing Innovation: Integrating Technological, Market and Organizational Change, John Wiley & Sons, 2020.
[43] R. Touni, W.G. Kim, K. Haldorai and A. Rady, Customer involvement and hotel booking intention: The mediating and moderating roles of customer-perceived value and brand reputation, Int. J. Hospital. Manag. 104 (2022).
[44] J. Wang and L. Liu, Study on mechanism of customer participation in value co-creation: Quantitative analysis based on structural equation model, Enterp. Econ. 2 (2017), 73–81.
[45] Y. Wang and S. Sun, Examining the role of beliefs and attitudes in online advertising: A comparison between the USA and Romania, Int. Market. Rev. 27 (2010), no. 1, 87–107.
[46] Y. Wu, J.H. Xiao, K. Xie and X.H. Liao, Marketing transformation from value offering to value co-creation—A dual case study from the perspective of firm-consumer co-evolution, J. Manag. World 4 (2017), 138–157.
[47] J. Wu, T. Wu and B.B. Schlegelmilch, Seize the day: How online retailers should respond to positive reviews, J. Interact. Market. 52 (2020), 52–60.
[48] J. Xie, A. Tkaczynski and N.K. Prebensen, Human value co-creation behavior in tourism: Insight from an Australian whale watching experience, Tourism Manag. Perspect. 35 (2020).
[49] F. Xu, J. Tan, L. Lu, S. Li and L. Qin, How Does value co-creation behavior affect destination loyalty? A role switching perspective, J. Theor. Appl. Electronic Commerce Researc. 16 (2021), no. 5, 1805–1826.
[50] C.H. Yen, H.Y. Teng and J.C. Tzeng, Innovativeness and customer value co-creation behaviors: Mediating role of customer involvement, Int. J. Hospital. Manag. 88 (2020).
[51] K.F. Yuen, X. Wang, Y.D. Wong and Q. Zhou, The effect of sustainable shipping practices on shippers’ loyalty: The mediating role of perceived value, trust and transaction cost, Transport. Res. Part E. 116 (2018), 123–135.
[52] P. Zaborek and J. Mazur, Exploring links between engaging customers in value co-creation and product innovativeness, Int. J. Manag. Econ. 53 (2017), no. 3, 82–106.
[53] V.A. Zeithaml, L.L. Berry and A. Parasuraman, The behavioral consequences of service quality, J. Market. 60 (1996), no. 2, 31–46.
[54] M. Zhang, L. Guo, M. Hu and W. Liu, Influence of customer involvement with company social networks on stickiness: Mediating effect of customer value creation, Int. J. Inf. Manag. 37 (2017), no. 3, 229–240.
[55] N. Zhang, R. Liu, X.Y. Zhang and Z.L. Pang, The impact of consumer perceived value on repeat purchase intention based on online reviews: by the method of text mining, Data Sci. Manag. 3 (2021), 22–32.
[56] F. Zhang, S. Sun, C. Liu and V. Chang, Consumer innovativeness, product innovation and smart toys, Electronic Commerce Res. Appl. 41 (2020).
International Journal of Nonlinear Analysis and Applications
Volume 14, Issue 12
December 2023
Pages 327-342
  • Receive Date: 03 December 2022
  • Revise Date: 15 January 2023
  • Accept Date: 10 February 2023