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EMAC 2021 Regional Conference


Does propensity to co-create value affect customer engagement? Case study of the banking industry in Poland
(R2021-104597)

Published: September 22, 2021

AUTHORS

Przemys?aw Tomczyk, Kozminski University; Sanchayan Sengupta, ESCCA School of Management

KEYWORDS

customer knowledge; customer engagement; banking industry

ABSTRACT

This research investigates the relationship between propensity to co-create and the different forms of customer engagement (CE) namely purchases, references, social impact and feedback. This new construct propensity to co-create was conceptualized for this study to advance our understanding of the CE literature in a banking context. Data were collected from 201 banking customers in Poland. The findings reveal a strong relationship between propensity to co-create and customer feedback. Moreover, customer purchases are shown to be supported by Net Promoter Score (NPS) while customer feedback is not. Interestingly, the study indicates the lack of relationship between propensity to co-create and purchase behaviour.