The Effect of Customer Co-creation on eWOM through Customer Satisfaction

Rizky Amalia Nasution, Amrin Fauzi, Arlina Nurbaity Lubis

Abstract


This study aimed to analyze and determine the effect of customer co-creation on electronic word of mouth (eWOM) through customer satisfaction at Bank Syariah Indonesia in Medan City. The data analysis method used Structural Equation Modeling- Partial Least Squares (SEM-PLS). The results are customer co-creation had a positive and insignificant effect on eWOM, customer co-creation had a positive and significant effect on customer satisfaction, customer satisfaction had a positive and significant effect on eWOM, customer co-creation has a positive and significant effect on eWOM through customer satisfaction.



Keywords


Customer co-creation, customer satisfaction, electronic word of mouth (eWOM)

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References


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DOI: https://doi.org/10.30596/miceb.v1i0.212

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