Applying Social Exchange Theory to Value Co-Creation Frame: Does it Leads to Customer Loyalty?

Adinda Farhana

Abstract


The emergence of E-commerce has brought many advantages, especially in economic development. With the continuously significant growth of E-commerce users, it is crucial for e-commerce platforms to sustain their business. Applying value co-creation is beneficial for e-commerce to gain a competitive advantage that leads to customer loyalty. This study aims to seek the role of value-co creation behaviour as a mediating variable between the key construct in Social Exchange Theory (satisfaction and trust) and customer loyalty. The research uses SEM-PLS to examine the model and the result indicates value co-creation behaviour influences customer loyalty positively. Hence, it is important for the e-commerce platform to gain customer trust and satisfaction to enhance their willingness to value cocreation behaviour, leading to customer loyalty.

Keywords


E-Commerce; Value Co-Creation Behavior; Social Exchange Theory; Customer Loyalty

Full Text:

PDF


DOI: https://doi.org/10.29259/sijdeb.v1i2.191-206

Refbacks

  • There are currently no refbacks.



Sriwijaya International Journal of Dynamic Economics and Business
Jl. Srijaya Negara Gedung Fakultas Ekonomi Lt.3
Fakultas Ekonomi Universitas Sriwijaya
Bukit Besar, Palembang, Sumatera Selatan, Indonesia, 30139
Email: sijdeb@unsri.ac.id


p-ISSN: 2581-2904 | e-ISSN: 2581-2912


Creative Commons License
Sriwijaya International Journal of Dynamic Economics and Business by http://sijdeb.unsri.ac.id is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


View My Stats

 SIJDEB is Indexed by: 

Logo DOAJLogo Google Scholar UnsriLogo Google Scholar UnsriNeliti