Diana Escandon-Barbosa, Jairo Salas-Paramo, Geovanny Castro
Purpose: The purpose of this research is to identify the saturation effects of the consumer company identification, involvement and value co-creation in the fashion and car industry in Colombia.
Design/methodology/approach: It has been defined to use the method of quadratic structural equations allowing analyzing the behavior of variables in a non-linear way, maintaining the advantages of structural equation models. To reach the objective has been collected a survey of 400 consumers from the Fashion and Automotive sectors in Colombia who have participated in value co-creation processes has been carried out.
Findings: The results show that consumer involvement has a maximum level of influence on consumer company identification, from which the benefits begin to decrease for both the fashion and automotive sectors. In the case of the value co-creation, it also shows that it has a maximum level in which its implementation has benefits on the consumer company identification. Research limitations/implications: Within the limitations, it can be found that the information used describes particularities of a country considered in the process of development where its cultural characteristics can affect the perceptions of consumers. Practical implications: Most companies generate strategies that allow them to improve relationships with their consumers through collaborative processes that allow them to add value to their processes and products. However, such strategies have decreasing behaviors over time that generate less benefit both in their performance and in their relationships with their clients. In this way, companies will have evidence of the need to establish temporary plans in which a strategy will generate greater benefits.
Social implications: The results of the research allow us to understand the individual and social characteristics that are fundamental for the implementation of strategies aimed at including the consumer in the design processes to create value for the company.
Originality/value: Most of the literature in the field of the Service dominant logic has focused on empirical studies that show the benefits of the implementation of value co-creation. However, it is possible to find studies in which the possibility of finding results in processes of value co-creation unsatisfactory for both companies and for the consumer is considered. It is precisely in the negative results that the present study has defined as the main purpose of the research.