The Influence of Co-Creation and Subjective Norms on Customer Loyalty: Customer Satisfaction as a Mediator

ABSTRACT

This study aims to examine the associations between customer co-creation and subjective norms and customer loyalty with a focus on the mediator effect of customer satisfaction, customer trust, and perceived value. Surveying a sample of travel agencies’ customers in Egypt, findings revealed that there are positive associations among research variables. Significant partial effects of mediators were also highlighted. The study offers a deep understanding to managers of travel agencies who seek to increase the competitiveness of their organizations in the travel market.

KEYWORDS:

• Co-creation
• Subjective norms
• customer satisfaction
• Customer trust
• Perceived value
• customer loyalty
• travel agencies
• Egypt

Disclosure statement

No potential conflict of interest was reported by the author(s).

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.