An investigation of multi-stakeholder value co-creation processes: a conceptual model of customer engagement, co-creation, and their impact on customer satisfaction and behavioural intentions

Despite theoretical advances in the customer engagement and value co-creation literature, empirical research synthesising these two areas is lacking. The present paper is an attempt to bring together in a conceptual model customer engagement and co-creation of value, and examine their relationships with customer satisfaction, purchase intentions and WOM recommendations. To this end, we propose a conceptual model and outline our key hypotheses which will be tested in a unique services setting such as university open days. It is of particular interest to understand how prospective students, nowadays seen as paying customers, engage in value co-creating experiences. Furthermore, we aim to test whether time, presence of family/friends and gender moderate the relationships between the constructs in our proposed conceptual model.