Customer citizenship behavior and customer perceived value in China: the mediating role of value co-creation experience

Abstract The accelerating advancement of the digital economy has shortened the distance between customers and organizations, prompting customers to participate in value creation process. The role of customers has changed from passive receiver to value co-creator. This study explores the impact of customer citizenship behavior (CCB) on co-creation experience and then on customer perceived value (CPV) based on value co-creation theory under the service-dominant logic (SDL). We introduce co-creation experience as a mediating variable and propose a mediated model of CCB on CPV. We then conduct two rounds of data collection with a total of 642 matched questionnaires in virtual brand communities to test the proposed model. The findings show that different dimensions of CCB exert distinct influences on different dimensions of value co-creation experience. Moreover, different dimensions of co-creation experiences have different impacts on CPV. The findings also show that co-creation experience mediates the relationship between CCB and CPV. This study offers theoretical and practical insights for organizations to enhance customers’ roles in value co-creation process.