Research On The Mechanism Of Customer Participation On Customer Loyalty From The Perspective Of Value Co-creation

With the development of emerging social media and the advent of consumer personalization,service-oriented marketing concepts have gradually occupied the mainstream.On the one hand,service companies gradually realize that only by discovering consumer needs in a timely manner and fully using their resources and capabilities can the company always have a place in the fierce market competition;on the other hand,consumers are important in the participation process Sex has begun to receive widespread attention from enterprises,and it is becoming more and more common for consumers to participate in cooperative production to create value with service companies.To this end,a new model for engaging customers in value co-creation emerged at the historic moment.How to build an efficient and smooth interactive environment,promote customers to generate positive experience value,and ultimately improve their loyalty has become a challenge that modern service companies must face.This study takes the personal training industry,a highly consumer-involved industry as a research background,and reveals the mechanism of customer participation behavior on consumer loyalty from the perspective of value co-creationthrough empirical analysis.The specific conclusions are as follows:(1)Customer participation behavior is significant Positive effect on customer value.Among them,customer information sharing,cooperative behavior and interpersonal interaction and other behaviors have a significant positive impact on the customer's practical value and hedonic value;(2)Customer value significantly affects customer loyalty.Among them,the customer's practical value and hedonic value have a significant positive effect on customer's behavior loyalty and attitude loyalty;(3)customer value plays a partial intermediary role in the process of customer participation behavior on customer loyalty.Finally,this research pointed out the contribution and deficiencies of this paper in order to expand and supplement the empirical research on the co-creation theory of customer participation value,and provide new ideas for the management practice of domestic modern service companies.