Paper NO.27: Co-Creating Value: Customer Engagement through Virtual and Physical Channels

Paper NO.27

Co-Creating Value: Customer Engagement through Virtual and Physical Channels

Yi-Fang Yang, Shu-Shiuan Ho, Tung-Jung Sung

Abstract
Customers can perceive co-creating value through different channels when they are highly engaged. The positive side of engagement includes certain channels that work as a bridge unifying various stakeholders, enabling these parties to create value. However, few studies focus on customer engagement (CE) and the co-creating value through different channels. By designing tourism campaign of a particular business district in Taipei, the objectives of this study are twofold: to explore the contexts of co-creating value among different stakeholders (the types of CE), and to verify the difference of co-creating value through virtual and physical channels (the channels of CE). There are three phases to this study. The first phase involved filtering stores in a tourism business district. In the second phase, we attempted to recruit participating stores who were willing or able to engage in city image promotion campaigns in the tourism business district. Moreover, we collected survey data to examine the difference of co-creating value through the types of CE and the channels of CE. Finally, 155 valid questionnaires were collected. The main findings of this study are that co-creating value can be divided into two main factors: intrinsic satisfaction and social network, both the types of CE and the channels of CE have significant effects on co-creating value, and compared to the virtual channel, customers of the proactive store can gain more co-creating value of social network through the physical channel. This finding can complement the existing studies of co-creating value that only focus on a single channel.