Unveiling the Mediating Role of Customer Experience in Co-Creation and Journey Satisfaction

Ayu Sulistyani; Ngatno Ngatno; Sari Listyorini

Penulis

Ayu Sulistyani Universitas Diponegoro
Ngatno Ngatno Universitas Diponegoro
Sari Listyorini Universitas Diponegoro

Kata Kunci:

co-creation, participation behavior, citizenship behavior, customer experience, customer journey satisfaction

Abstrak

The satisfaction of e-commerce customers is crucial as it significantly impacts the success of online businesses. Customers who have a satisfying shopping experience on e-commerce platforms are more inclined to make repeat purchases and share positive recommendations about the business with others. During the co-creation process, customers feel valued and appreciated by the company, which enhances their satisfaction. The aim of this study is to demonstrate the mediating effect of customer experience on the relationship between co-creation behavior (including participation and citizenship behavior) and the satisfaction of Shopee users in Semarang, Indonesia. This study uses a survey design method with a sample of 170 student Shopee users in Semarang City using purposive sampling. Data collection methods include questionnaires. The data were analyzed using SEM-PLS. The findings of the study are that the level of participation, citizenship, user experience, and satisfaction of Shopee users in Semarang City during the co-creation process is relatively high. Customer Participation and Citizenship Behavior have a positive and significant effect on Customer Experience, but do not directly affect Customer Journey Satisfaction. Customer Experience positively and significantly influences Customer Journey Satisfaction. Customer Experience positively and significantly mediates the influence of Customer Participation and Citizenship Behavior on Customer Journey Satisfaction of Shopee users in Semarang City. The study offers recommendations for Shopee and future research.

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