TITLE:
DEMATEL Technique to Assess Social Capital Dimensions on Consumer Engagement Effect on Co-Creation
AUTHORS:
Angela Abena Nusenu, Wen Xiao, Christian Narh Opata, Deborah Darko
KEYWORDS:
Social Capital, Dimensions, Consumer Engagement, Co-Creation Task, Decision-Making Trial and Evaluation Laboratory, DEMATEL
JOURNAL NAME:
Open Journal of Business and Management,
Vol.7 No.2,
April
1,
2019
ABSTRACT: The concept of social capital has become an interesting issue in
management literature. Several authors have called for more study to be carried
out on the dimensions of social capital. As part of the response to this call,
we examined the influence of the dimensions of social capital on customer
engagement to co-create. The Decision-Making
Trial and Evaluation Laboratory (DEMATEL) technique was applied to
analyze and capture the causal relationship visibly among the criteria and also
measure the interaction level and the direction of influence of the criteria.
The criteria identified to be crucial in influencing other criteria to co-create
and the driving factors for problem-solving were: commitment (b8), Shared code and language (c9), shared
narratives (c10), consumer engagement (d11), density (a3) and structural holes (a5).
Criteria such as frequency of interaction (b7),
trust (b6), social interaction (a4) and network ties were recognized as the core subjects that need
maximum attention because they are effect-type attributes and cannot be
directly improved unless through other criteria.