NEXUS OF CUSTOMER VALUE CO CREATION BEHAVIOR WITH CUSTOMER SATISFACTION

Abstract

With the fierce increase in competition, now the marketers of both products and service industry are striving for ways to improve their customer satisfaction .In the current research the researcher found the impact of value co creation on customer satisfaction. The current research study is conducted on hotel industry of KP Pakistan. Researcher calculated 396 sample through G-Power software .For data collection researcher used an adapted questionnaire having 5 point Likert scale. Questionnaires were distributed to 396 customers of hotel industry through convenient sampling technique .Analysis was performed on 269 questionnaire in total as 280 questionnaires were collected and 11 were incomplete .Researcher conducted validity and reliability statistics and concluded that
instrument is valid and reliable. Researcher conducted descriptive analysis, Correlation analysis and regression analysis for dependent and independent variables. Through which it was concluded that customer’s value co creation is having significant impact on customer satisfaction. Thus it is concluded that service marketers of hotel industry should use customer’s value co creation practices to increase customer’s satisfaction.