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The Impact of Automobile Features on Co-Creation: The Mediating Role of Customer Engagement
(Alanya Alaaddin Keykubat Üniversitesi, 2024) Songur, Ahmet
In the new reality, passively valued consumers have become more active. Consumers desire to create shared value through their interactions. The interaction between the company and the customer is central to shared co- creation. Networked, empowered, informed, and active individuals in the co- creation process are becoming the key element of value creation between people and businesses. Value, shaped as customer experience, becomes a platform for all. This study examines the relationships between automotive features, co-creation, and customer involvement among Turkish automobile owners. A theoretical model considering the interactions between these components is offered to achieve this goal. The model was evaluated with data from 435 Turkish car users. The findings reveal that automobile features and consumer participation significantly influence co-creation. On the other hand, it is concluded that customer engagement mediates the relationship between automotive features and co-creation.