Value co-creation as a social process involves the interactions and dialogues between stakeholders. As such, the social ties that stakeholders develop have the propensity to influence their level of interaction in a co-creation activity. In this study, we examine the effect of social ties on consumer’s level of interaction and looked at how it moderates on consumers’ willingness to engage in interaction leading to co-creation. Data was collected from 535 automobile owners in Ghana through a self-administered questionnaire. The data was analyzed using structural equation model in AMOS and statistical tool package. The test results on consumers’ willingness and level of interaction, willingness and co-creation, social ties and level of interaction, social ties and co-creation, interaction and co-creation are significant. On the moderating effect of social ties on willingness, the result shows that social ties strengthen the positive relationship between willingness and interaction. We propose that organizations should manage social ties they develop with their customers effectively so as not to impact negatively on their willingness to engage in co-creation interactions.

The buying of cars is an important decision that customers make. Consequently, customers in their attempt in ensuring that they get a good deal go a great length in providing their skills, knowledge, and ideas to effect the design and specifications of their purchase. In this context, the purpose of this article is to first, measure two antecedents of customer participation in value co-creation in terms of customer willingness and customer ability; second, to measure how co-creation translates into customer satisfaction; and finally to examine the moderating effect of both price fairness perception and service convenience on satisfaction. With this objective, empirical data were collected through the administration of questionnaires to customers of automobile buyers in 30 dealer shops in Ghana. The proposed hypotheses were tested using SmartPLS 3.2.6 to perform structural equation modeling. The results showed that the two antecedents (willingness and ability) positively influences co-creation; co-creation significantly influences customer satisfaction; price fairness perception and service convenience not only influences satisfaction but they both have a positive moderation. The direct results between willingness, ability, and satisfaction also indicated positive relationship. Theoretical contributions, managerial implications, and suggestions for future research were discussed.

Purpose: This study explicitly examines how Hofstede's cultural dimensions moderate the relationship between nonmonetary motivation factors and performance.Design/methodology/approach: Through the simple random sampling technique, the hypotheses were tested with a sample of 604 employees from a mobile telecommunication company operating in both China and Ghana, two countries that represent two same and opposite cultural poles on Hofstede's cultural dimensions.Findings: The results point that employee motives such as relationship, supervision, challenging work and achievement are moderated by cultural values. Whilst employees with high power distance cultural values are highly motivated by high supervision, those with low individualistic cultural values are highly motivated by high relationship. The results also depict that whilst the interaction effects between supervision and power distance and relationship and individualism on performance were marginal for both China and Ghana samples, the interaction effect of achievement and masculinity as well as challenging work and uncertainty avoidance on performance had great differences due to the different cultural values for the two countries.Practical implications: This study implies that, as organizations are devising strategies to lower personnel costs in a recessionary period, there is the need to redesign motivation factors that go beyond monetary means and based on the cultural background of an employee in order to improve performance.Originality/value: This is one of the few studies that focused on nonmonetary motives from a cultural management perspective with samples from emerging economies.

We investigated the relationship between consumer satisfaction, trust in firm, interaction, and perceived service quality on value co-creation intention among rural and community bank consumers in Ghana. Participants were a purposive sample of 315 (female = 49. 52%; mean age = 42. 94 years, SD = 14. 47 years). They completed consumer satisfaction, trust in firm, consumer-firm interaction, perceived service quality, and value co-creation intention measures. Structural equation modelling analysis of the data showed that consumer satisfaction strengthens trust in firm, interactions, and value co-creation intention. Further, perceived service quality moderated the relationship between interaction and value co-creation intention. Consumer satisfaction and trust in firm appear to be a resource for consumer-firm interaction and value co-creation intentions with perceived service quality.

This study aimed to examine customer relational capital, transaction cost, and loyalty with value co-creation in the Ghanaian hair-dressing business sector. Participants were 455 female hair-dressing customers (mean age = 2.56 years, SD = 1.07 years, age range 22 to 68). Respondents completed existing measures of value co-creation, relational capital, transaction cost, and customer loyalty. The data was analysed by performing structural equation modelling using SmartPLS. The findings show that value co-creation enhances customer relational capital, transaction cost, and loyalty. The findings further show that relational capital significantly influences loyalty, while transaction cost did not. The findings of this study imply that value co-creation is of competitive advantage, influencing relational capital and customer loyalty. Relational capital with customer transaction cost is important to customer-oriented value co-creation in the hair-dressing industry.