Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Developing a Value Co-Creation Model Based on Customer Engagement and Consumers’ Ethical Perceptions in the Home Appliance Industry

Document Type : The scientific research paper

Authors
Zeynab Alamdar 1
Hossein Vazifehdust 2
Karim Hamdi 2
Mohsen Khoon Siavash 3
1 PhD Student, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.
2 Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.
3 Department of Mathematics and Statistics, Qa.C., Islamic Azad University, Qazvin, Iran.
JABM.3.2.1564.380256.32010
Abstract
The aim of this study is to develop a value co-creation model based on customer engagement and consumer’s ethical perceptions in the home appliance industry. The research method was mixed (qualitative and quantitative) in terms of data nature and developmental in terms of purpose. The research method in the qualitative part was content analysis and in the quantitative part was survey. The research participants were managers and senior employees (with at least 10 years of service experience and at least a master’s degree) of Opal Company and professors in the field of management (with at least 5 years of service experience and at least a PhD degree). The sample size was selected purposefully after theoretical saturation to be 18 people. The statistical population in the quantitative part was customers and consumers of Opal Company. Due to the unlimited statistical population, the sample size was selected to be 434 people from the statistical population. Data collection in the qualitative part was through semi-structured interviews and in the quantitative part through a questionnaire extracted from the qualitative part. Information analysis in the qualitative part was carried out using thematic technique and in the quantitative part using confirmatory factor analysis and structural equations and through SmartPLS software. The validity and reliability of the data were confirmed using different methods. The results showed that brand experience, product innovation, ethical perceptions, customer satisfaction, customer loyalty, social and environmental values, and customer engagement are the main indicators in developing a value co-creation model based on engagement and ethical perceptions. Also, the results of the quantitative part indicate the confirmation of the developed model and the impact of the main variables through ethical perceptions and customer engagement on value co-creation in the home appliance industry.
Keywords
Value co-creation
customer engagement
ethical perceptions
home appliance industry

Subjects

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Journal of Intelligent Marketing Management
Volume 6, Issue 3 - Serial Number 29
Summer 2025
Pages 294-317

  • Receive Date 30 March 2025
  • Revise Date 25 May 2025
  • Accept Date 23 September 2025