The mediating role of brand experience in the effect of value co-creation behavior on consumer satisfaction

Consumers co-create their experiences in service environments integrating the sources of brands and their own. Revealing the antecedents and outcomes of the value co-creation behavior, which is the output of the service-dominant logic, will contribute to the literature on the marketing of services. Based on the literature review; interaction quality, self-efficacy, and motivation variables were determined to be the antecedents of value co-creation behavior, and the satisfaction variable was determined to be the outcome of this behavior. This study adopted mixed-method research, and the developed research model was analyzed through exploratory sequential design. In the qualitative part, interviews with 15 participants were conducted. Data were subjected to the directed content analysis. Based on the qualitative findings, a few sub-dimensions were explored for constructs, and the proposed research model was enhanced accordingly. New scale items were developed for the new sub-dimensions. Data for the quantitative part were collected through the survey technique, and participants were reached through convenient sampling. The proposed research model was tested on the SPSS AMOS program through structural equation modeling with the data of 479 participants. Interaction quality, self-efficacy, and motivation variables were found to have positive effects on value co-creation behavior, and value co-creation behavior was found to have a positive effect on the satisfaction variable. The cognitive and affective sub-dimensions of the brand experience mediate the relationship between value co-creation behavior and satisfaction variables. Theoretical and practical implications were discussed. Keywords: Value co-creation behavior, Brand experience, Satisfaction, Interaction quality, Motivation to co-create.