| Summary: | Co-creation is increasingly playing an important role in building a unique and valuable experience for businesses. This dissertation studies the influence of customer participation through co-creation on different customer experience dimensions and word of mouth (WOM) in the restaurant industry. To this aim, the paper applies a questionnaire-based survey to collect data from a restaurant industry.
The results empirically support the significant positive influence of co-creation on all five brand experience dimensions. Additionally, the results reveal that WOM behaviour can be increased directly through the co-creation activities themselves, and also indirectly through mediating effects of the brand experiences. However, the effects of brand experience dimensions on WOM are revealed to be complex. Sensory and relational dimensions positively influence WOM through customer participation in co-creation, while cognitive dimensions have a negative impact on WOM.
This study provides directions for service providers in the restaurant industry with the knowledge effectively enhancing brand experience and increasing customers’ WOM behaviours in co-creation context. This is especially important for firms with limited budgets and make it possible for firms to make most of the resources
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