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Nusenu, A.A., School of Management and Economics, University of Electronic Science and Technology of China, Chengdu, China; Xiao, W., School of Management and Economics, University of Electronic Science and Technology of China, Chengdu, China; Say, J., School of Management and Economics, University of Electronic Science and Technology of China, Chengdu, China, Department of Economics Education, University of Education, Winneba, Ghana; Opata, C.N., Business School, Kumasi Technical University, Kumasi, Ghana |
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| dc.description.abstract |
We investigated the relationship between consumer satisfaction, trust in firm, interaction, and perceived service quality on value co-creation intention among rural and community bank consumers in Ghana. Participants were a purposive sample of 315 (female = 49. 52%; mean age = 42. 94 years, SD = 14. 47 years). They completed consumer satisfaction, trust in firm, consumer-firm interaction, perceived service quality, and value co-creation intention measures. Structural equation modelling analysis of the data showed that consumer satisfaction strengthens trust in firm, interactions, and value co-creation intention. Further, perceived service quality moderated the relationship between interaction and value co-creation intention. Consumer satisfaction and trust in firm appear to be a resource for consumer-firm interaction and value co-creation intentions with perceived service quality. � 2021 Africa Scholarship Development Enterprize. |
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