TITLE:
Effect of Customer Citizenship Behavior on Elderly Customer Purchase Intention Based on Value Co-Creation Theory
AUTHORS:
Yan Huang, Feiyan Liu
KEYWORDS:
Value Co-Creation Theory, Customer Citizenship Behavior, Elderly Customer, Aging Attitude, Purchase Intention
JOURNAL NAME:
Open Journal of Business and Management,
Vol.7 No.2,
April
4,
2019
ABSTRACT: Under the value
co-creation theory, the role behaviors in the interaction between customers and
enterprises are constantly changing, from passive value recipients to common
value creators. In the service situation, this paper takes the elderly customers as the investigation object,
based on the value co-creation theory, and discusses the effect between
customer citizenship behavior, aging attitude and elderly customers purchase
intention. Through empirical analysis, it is found that the customer citizenship behavior
has a positive impact on the purchasing intention of elderly customers. The
aging attitude has a moderating effect between customer citizenship behavior
and elderly customers purchase intention. On this basis, it provides relevant
advice of customer relationship management and operation management for service
enterprises from the perspective of promoting customer citizenship behavior and
stimulating the purchase intention of elderly customer.