Customers’ value co-creation behaviors on mobile banking service in China: Investigating the antecedent roles of service quality, Gamification, customer engagement, and generation cohort

บทคัดย่อ

This research aimed to examine antecedent factors’ effects on customer value
co-creation behaviors in Chinese banking industry by adopting Cognitive
Motivational-Relational theory and Broaden-and-Build theory. It investigates
the moderating effects of Gamification and generational differences on customer
engagement and CVCB, respectively basing on Gamified Learning Theory and
generational theory. This study elucidates the advantage of exploring antecedent
factors that influences CVCB from holistic viewpoint. From 690 gathered
online survey questionnaires, statistical analysis results from this research
confirmed the positive effects of mobile banking service quality, customer
engagement and generation cohort differences’ on CVCB under Chinese mobile
banking context. These research findings provide valuable information for
policy makers and assist them in creating competitive marketing tactics that
maintain and engage customers under Chinese cultural context.