Abstract:
Organization now a days giving high weightage to customer co-creation behavior as a key success factor in their innovation and value chain processes. For a firm, Loyalty of their customers is the necessary element if they want to grow in long term. This research examines the value co-creation behavior and its effect on loyalty toward the organization along with its both dimension’s, participation behavior and citizenship behavior. This empirical study establishes this relationship with the mediating role of customers trust. Rural sector and customer standpoint are the prime focus of this. This study collected the data from 405 true respondents and used Preacher and Hayes process mediation in SPSS as well factor analysis in Smart PLS. The main contributions stem from a better knowledge of the antecedents of loyalty by incorporating a variable not previously studied: value co-creation behavior. This study also offers a contribution to the research field of value co-creation because, despite a growing interest in the topic, little knowledge exists on the effects or consequences of this construct
