ItemBook Chapter

Does Customer Co-Creation Influence Customer Loyalty? A Special Reference to Online Video Games

Title
Does Customer Co-Creation Influence Customer Loyalty? A Special Reference to Online Video Games
Creator
Shetty, Rikitha; Poulose, Jeanne; Bhattacharjee, Sanjib; Sharma, Vinod; Kapse, Manohar
Description
The research investigates the factors influencing consumer loyalty through co-creation in online video games in Delhi National Capital Region (Delhi- NCR). The study focuses on four independent variables, social motivation, personal motivation, utilitarian motivation, and hedonic motivation, to examine customer engagement through value co-creation, which is mediated through attitudinal and behavioral loyalty. The study collected 200 respondent data through an online survey administered to online video game players in the Delhi-NCR region and analyzed the data using the Statistical Package for the Social Sciences (SPSS) software. The study has several implications for online video game companies operating in the Delhi-NCR region to improve their co-creation strategies and enhance customer loyalty through value co-creation. The study backs to the body of knowledge on co-creation, customer engagement, and loyalty in the online video game industry. However, the stud has a limitation which include the sample size as the data has been collected only from Delhi NCR. 2025 by Apple Academic Press, Inc.
Source
Agile Business Transformations: Priorities, Lessons, and Practices;pp.365-385
Date
01-01-2025
Publisher
Apple Academic Press
Coverage
Shetty R., School of Business and Management, CHRIST (Deemed to be University), Delhi, India; Poulose J., School of Business and Management, CHRIST (Deemed to be University), Delhi, India; Bhattacharjee S., School of Management, Presidency University, Bengaluru, India; Sharma V., Symbiosis Center for Management and Human Resource Development (SCMHRD), Symbiosis International (Deemed University), Pune, India; Kapse M., Symbiosis Center for Management and Human Resource Development (SCMHRD), Symbiosis International (Deemed University), Pune, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 978-104023069-5; 978-100355934-4;
Format
online
Language
English
Type
Book chapter

Citation

Shetty, Rikitha; Poulose, Jeanne; Bhattacharjee, Sanjib; Sharma, Vinod; Kapse, Manohar, “Does Customer Co-Creation Influence Customer Loyalty? A Special Reference to Online Video Games,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/24390.

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