Open AccessVALUE CO-CREATION AND CUSTOMER SATISFACTION IN AVIATION INDUSTRY IN NIGERIA
Author(s) -
Stanley Worlu,
Ezirim Aloy
Publication year - 2021
Publication title -
research journal of management practice
Language(s) - English
Resource type - Journals
ISSN - 2782-7674
DOI - 10.46654/rjmp.1315
Subject(s) - customer satisfaction , marketing , loyalty business model , business , aviation , loyalty , population , structural equation modeling , statistic , value (mathematics) , customer equity , service quality , engineering , service (business) , statistics , mathematics , sociology , demography , aerospace engineering
The study examined the relationship between value co-creation and customer satisfaction in Aviation Industry in Nigeria. The theoretical framework covered DART theory that explained how customer satisfaction will be improved using value co-creation. A sample size of 320 was determined from a population of 1600 respondents using Taro Yamane’s sampling technique. Data were collected through questionnaire. 320 copies of questionnaire were distributed to the respondents out of which 303 copies were found useful for data analysis. The data were analyzed using Spearman’s Rank Order Correlation Coefficient Statistic which was facilitated through the application of Statistical Package for Social Science (SPSS Version 23.0). The findings showed a significant relationship between value co-creation and customer satisfaction in Aviation Industry in Nigeria. Based on the findings, the study concluded that value co-creation affects customer satisfaction in Aviation Industry in Nigeria. Hence, the study recommended that management should place more emphases on increasing customers’ satisfaction through value co-creation. They should build customers’ experience through personal interaction, make strategic involvement of customers and organization in guiding the activities of the business and build an effective engagement platform with the aim to maintain personal touch across all customers to increase customer loyalty and emotive commitment which are core measures of customer satisfaction in Aviation Industry in Nigeria.