Value Co-Creation through Search Efforts and Customer Involvement Impacting Purchase Intention of Smart Phones
Prabha Kiran1, Jayanta Banerjee2, Vasudevan M3
1Prabha Kiran, Institute of Management CHRIST (Deemed to be University), Bangalore, India.
2Jayanta Banerjee, Institute of Management CHRIST (Deemed to be University), Bangalore, India.
3Vasudevan M, Institute of Management CHRIST (Deemed to be University), Bangalore, India.
Manuscript received on 06 August 2019. | Revised Manuscript received on 14 August 2019. | Manuscript published on 30 September 2019. | PP: 3894-3902 | Volume-8 Issue-3 September 2019 | Retrieval Number: C5111098319/2019©BEIESP | DOI: 10.35940/ijrte.C5111.098319
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: A marketing strategy which successfully involves its customer helps in stimulating purchase intentions. Understanding the behavioral aspects of customers become pertinent in formulating such strategies. The aim of this paper is to explore the underlying factors of customer involvement in value co-creation and discover how it affects the purchase intention of the customers towards smartphones. The study also tries to understand the contribution of search efforts towards customer involvement and how it affects purchase intention. The data for the study has been collected through a validated questionnaire from 233 respondents. Extensive literatures are reviewed to identify research gap and identify the variables for the study. The study can help marketers to identify the factors of customer involvement so that they can understand the customer purchase behaviour better and hence forecast on customer purchase intention to improve their sales of smartphones.
Keywords: Customer Involvement, Purchase Intention, Search Efforts, Value Co-Creation,
Scope of the Article: Process and Workflow Management