Is Customer Value Co-Creation and Shopping Well-being Relevant for Retailer Performance in Latin America?

This study examines the impact of customer value co-creation (VCC) and shopping well-being on key retailer performance outcomes, namely customer satisfaction, loyalty, spending, and share of wallet, within the context of a grocery retailer. It also explores the mediating role of shopping well-being in the relationship between VCC and these outcomes. A conceptual model was developed and tested using structural equation modeling (SEM), based on data collected through an online survey of 2,800 customers from a nationwide grocery chain in Chile. The results indicate that shopping well-being significantly influences all four performance measures and serves as a mediator between VCC and these outcomes. The findings offer empirical evidence that shopping well-being not only enhances retailer performance directly but also mediates the effects of value co-creation behaviors. This study provides actionable insights for retail managers, highlighting how fostering VCC can improve shopping well-being and, in turn, drive customer satisfaction, loyalty, spending, and share of wallet.