Document Type : Research Paper
Authors
1 Urmia University
2 Urmia University, Faculty of Sports Sciences, Department of Motor Behavior and Sports Management
Abstract
Introduction: Co-production is a way to utilize additional resources and customer skills. The aim of the present study is to investigate the effect of sports service co-production on customer engagement through customer learning, considering the moderating role of ivolvement.
Methods: The current research method is correlation, which was carried out in the field. The statistical population of the research was the customers of sports clubs in Baghdad city in Iraq, 398 people were selected as a sample using the stratified sampling method. The co-production questionnaires of Ranjan and Read (2017), customer learning by Behnam et al. (2021), customer involvement by Hollebeek et al. (2014) and participation by Malar et al. (2011) were used. SPSS version 18 and PLS version 4 software were used for data analysis.
Results: The results showed that co-production has a significant effect on customer learning and customer engagement. This research showed that customer learning has a significant effect on customer engagement. Also, customer learning has a mediating role in the relationship between co-production and customer engagement. Finally, this research highlighted that involvement has a moderating role in the relationship between customer learning and customer engagement.
Conclusion: The current research showed that co-production as a method for cooperation between service providers and customers in creating value has a key role in improving customer learning, which leads to more customer engagement with services and clubs, especially in customers who have a higher level of involvement.
Keywords
Main Subjects
)