Value co-creation intention among consumers at the bottom of the pyramid: A study of rural and community banks in Ghana

Abstract

We investigated the relationship between consumer satisfaction, trust in firm, interaction, and perceived service quality on value co-creation intention among rural and community bank consumers in Ghana. Participants were a purposive sample of 315 (female = 49. 52%; mean age = 42. 94 years, SD = 14. 47 years). They completed consumer satisfaction, trust in firm, consumer-firm interaction, perceived service quality, and value co-creation intention measures. Structural equation modelling analysis of the data showed that consumer satisfaction strengthens trust in firm, interactions, and value co-creation intention. Further, perceived service quality moderated the relationship between interaction and value co-creation intention. Consumer satisfaction and trust in firm appear to be a resource for consumer-firm interaction and value co-creation intentions with perceived service quality.

Keywords:

• consumer satisfaction
• interaction
• perceived service quality
• rural and community banks
• trust in firm
• value co-creation

Conflict of interest statement

The authors whose names are listed above, certify that they have NO affiliations with or involvement in any organisation or entity with any financial interest (such as honoraria; educational grants; participation in speakers’ bureaus; membership, employ- ment, consultancies, stock ownership, or other equity interest; and expert testimony or patent-licensing arrangements), or non-financial interest (such as personal or professional relation- ships, affiliations, knowledge or beliefs) in the subject matter or materials discussed in this manuscript.