THE INFLUENCE OF CUSTOMER EXPERIENCE AND VALUE CO-CREATION BEHAVIORS ON CUSTOMER LOYALTY

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Tezin Türü: Yüksek Lisans

Tezin Yürütüldüğü Kurum: İstanbul Gelişim Üniversitesi, LİSANSÜSTÜ EĞİTİM ENSTİTÜSÜ, İŞLETME , Türkiye

Tezin Onay Tarihi: 2025

Tezin Dili: İngilizce

Öğrenci: AHMED ELKASABY

Danışman: Çağla Tuğberk Arıker

Özet:

Rapid digital transformation of service industries, especially telecommunications—has emphasized the need for deeper insights into customer behavior. This thesis investigates the influence of customer experience on customer loyalty, focusing on the role of value co-creation behaviors that mediate among customers of telecommunication service providers in Egypt.

While extensive literature exists on customer experience and customer loyalty, few studies have empirically tested the mediating role of value co-creation behaviors—particularly in the Egyptian telecommunications context. This research fills that gap by: Identifying the impact of customer experience on customer loyalty, examining the effect of customer experience on value co-creation behaviors, assessing the influence of value co-creation behaviors on the customer loyalty, finally testing the mediating role of value co-creation behaviors in the relationship established between customer experience and loyalty.

The study adopts a quantitative research approach, targeting the customers of major telecom providers in Egypt (Vodafone, Orange, Etisalat, and WE) who frequently visit customer service centers. Using a sampling method, data were collected through a structured questionnaire composed of 62 items for CX, 29 items for VCB, and 3 items regarding loyalty by using a five-point Likert scale. A sample of 385 respondents was estimated using standard sample size formulae.

Statistical tools included SPSS v28 for descriptive and regression analysis. Reliability was ensured via Cronbach’s alpha (all > 0.7), and validity was confirmed through content validity checks and factor analysis (KMO > 0.80, Bartlett’s p < 0.001).

The Findings show that Customer experience positively influences both value co-creation behaviors as well as customer loyalty, affirming the foundational role it has in customer relationship strategies.

This study contributes to both theoretical and practical domains:

Theoretically, it integrates three interrelated constructs—CX, VCB, and loyalty—within one model, advancing the understanding of their dynamic interactions.

Practically, it provides telecom providers in Egypt with insights on improving service delivery, especially through emotional engagement, responsive technologies, and encouraging customer participation.

The findings support the notion that investing in customer experience not only enhances satisfaction but also encourages customer collaboration, which in turn fosters loyalty. For telecommunication firms facing increasing competition and customer churn, this study offers a strategic roadmap emphasizing experience management and co-creation engagement.