Customer's operant resources effects on co creation activities
Abstract This study analyses the influence of client operant resources, in the form of self efficacy, bridging social capital and customer expertise, on co creation activities with companies and the customer resulting perceived benefits. A quantitative study, based on a sample of 362 consumers was carried out to test a model that sets out the relationships among the variables in analysis. The results demonstrate not only how operant resources do effectively contribute towards explaining a certain percentage of the variation in customer co creation activities, but also how this resources influence gets boosted by the efforts companies make to educate their customers. The results also show that co creation with the firm enhances customer perceived benefits.