Customer value co-creation behavior: scale development and validation

Youjae Yi, Taeshik Gong

Research output: Contribution to journalArticlepeer-review

554 Citations (Scopus)
774 Downloads (Pure)


This investigation reports a series of four studies leading to the development and validation of a customer value co-creation behavior scale. The scale comprises two dimensions: customer participation behavior and customer citizenship behavior, with each dimension having four components. The elements of customer participation behavior include information seeking, information sharing, responsible behavior, and personal interaction, whereas the aspects of customer citizenship behavior are feedback, advocacy, helping, and tolerance. The scale is multidimensional and hierarchical, and it exhibits internal consistency reliability, construct validity, and nomological validity. This study also shows that customer participation behavior and customer citizenship behavior exhibit different patterns of antecedents and consequences.
Original languageEnglish
Pages (from-to)1279-1284
Number of pages6
JournalJournal of Business Research
Issue number9
Early online date8 Mar 2012
Publication statusPublished - 1 Sep 2013


  • customer value
  • customer participation behavior
  • customer citizenship behavior
  • service-dominant logic
  • scale development
  • value co-creation

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