Abstract
Using service dominant logic as the theoretical framework, this study examines the associations between consumer engagement, two dimensions of value co-creation (co-production and value-in-use), and behavioural loyalty while considering the moderating role of psychological involvement. Participants (N = 559) were recruited from fitness clubs in Urmia, Iran. Structural equation modelling revealed positive associations between consumer engagement, value co-creation, and behavioural loyalty. consumer engagement had a positive indirect effect on behavioural loyalty through co-production, although not through value-in-use. This suggests operationalizing value co-creation as multidimensional is more appropriate than as a unitary construct. Furthermore, psychological involvement had a moderating effect on the relationship between consumer engagement and behavioural loyalty, where the relationship was stronger for individuals with higher psychological involvement. Findings from this study suggest consumer engagement is a key antecedent of behavioural loyalty and highlight the importance of co-production and psychological involvement in promoting behavioural loyalty at fitness clubs.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 567-593 |
| Journal | Sport Management Review |
| Volume | 24 |
| Issue number | 4 |
| DOIs | |
| State | Published - 2021 |
Keywords
- co-production
- fitness clubs
- service dominant logic
- Sport consumer behaviour
- value-in-use
ASJC Scopus subject areas
- Business and International Management
- Tourism, Leisure and Hospitality Management
- Strategy and Management
- Organizational Behavior and Human Resource Management
- Management Science and Operations Research
- Marketing