@article {119979, title = {Customer participation in online co-creation experience: the role of e-service quality}, journal = {Journal of Research in Interactive Marketing}, volume = {9}, year = {2015}, pages = {313-336}, abstract = {

Purpose
{\textendash} This exploratory paper aims to extend the research on customer co-creation behavior into an emerging market. To this end, it empirically examines the influence of e-service quality dimensions on customers{\textquoteright} willingness to participate in online co-creation experience, in conjunction with customer attitude and intention.

Design/methodology/approach
{\textendash} Data from a sample of 215 customers from the Egyptian telecommunication sector were collected and analyzed using structural equation modeling technique.

Findings
{\textendash} The findings suggest that, although five e-service quality dimensions (efficiency, system availability, privacy, responsiveness and compensation) affect the attitude toward the Web site, another set of the dimensions (efficiency, fulfillment, compensation and contact) affects customers{\textquoteright} willingness to participate in the co-creation experience. The findings also support that customers{\textquoteright} attitudes toward the Web site affect the intention to use the Web site, which, in turn, affects customers{\textquoteright} willingness to participate in the online co-creation experience.

Practical implications
{\textendash} In their move toward mass customization, companies face the challenge of engaging a huge number of users. Deep and engaging interactions with customers could be one of the differentiators a company might cultivate to serve the market better. Thus, online co-creation activities might broaden the horizon for a cost-effective approach striving for close ties and a high level of customer engagement.

Originality/value
{\textendash} Despite the intensive use of the Internet in distributing e-services, little attention has been paid thus far to extend e-service quality models to incorporate customer participation in the online co-creation experience. In particular, this exploratory study identifies the important dimensions of e-service quality that influences customers{\textquoteright} willingness to participate in the online co-creation experience.

Keywords:
Customer experience, Eservice quality

}, url = { http://dx.doi.org/10.1108/JRIM-06-2014-0038}, attachments = {https://scholar.cu.edu.eg/sites/default/files/abeer/files/co-creation-final_version.pdf}, author = {Tamer Elsharnoby and Abeer A. Mahrous} }