Nexus among value co-creation, customer satisfaction, trust, and customer loyalty- A case of Telecommunication customers in the Greater Accra Region of Ghana

Abstract

The study examines the interconnected relationships among value co-creation, customer satisfaction, trust, and customer loyalty in the telecommunications sector in Greater Accra- Ghana. Greater Accra is located in the southeastern part of Ghana, along the Gulf of Guinea.The quantitative research approach of the study affords the gathering of data from a sample of 384 active telecom users in the area. The analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique for the assessment of the direct associations and the influence of moderation and mediation of customer satisfaction on the various relationships. The results reveal that value co-creation sustains customer satisfaction, trust, and customer loyalty. Consequently, customer satisfaction serves as an important mediator between value cocreation and trust and loyalty. However, surprisingly, customer satisfaction negatively moderates the relationship between value co-creation and trust as well as loyalty. The results imply that telecom providers such as MTN, Telecel, and AirtelTigo should focus on customer involvement in all service design and innovation activities to nurture longterm relationships and loyalty.