IMPACT OF VALUE CO-CREATION ON BRAND LOVE AMONG GENERATION Z: WITH SPECIAL REFERENCE TO FAST-FOOD RESTAURANTS IN THE WESTERN PROVINCE OF SRI LANKA

Hendeniya, H.M.U.S. and Feranando, A.L.

Department of Marketing Management, Faculty of Management Studies, Rajarata University of Sri Lanka, Mihinthale, Sri Lanka
Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Kelaniya, Sri Lanka

udarahendeniya@mgt.rjt.ac.lk, asithalakminafernando1997@gmail.com

ABSTRACT

The purpose of this paper is to find the impact of Value Co Creation on Brand Love among generation Z with special reference to Fast Food Restaurants in the Western province of Sri Lanka. Concept of Value Co creation is more practical in today’s context as consumers are pursuing Trade off value which results to depict switching behavior in the Fast-Food restaurant industry. Thus, the impact of Value Co creation on Brand Love is a claimed empirical gap within different market contexts. The influence of Value Co creation on Brand love and evaluations has been studied in many contexts whilst research gaps are emphasized. Research depicts the factors impact on Value co creation which comprises with two dimensions: Customer participation behaviour and Customer citizenship behaviour, with each dimension having four components. With reference to the empirical gaps found within the Fast-food restaurant context in Sri Lanka, this study was carried out as a deductive study and a quantitative method was employed. The sample was limited to 384 respondents, and it used the convenience sampling method. Alongside, questionnaires were distributed among the generation Z consumers within Western province of Sri Lanka. The data analysis was assisted by using Statistical Package for Social Science (SPSS) version 23. The findings revealed that the two main dimensions of Value co creation, Customer participation behaviour and Customer citizenship behaviour depicts a significant positive impact towards the dependent variable Brand love. Thus, as a conclusion main independent variable Value Co creation depicts positive significant impacts on Brand love. Study presented theoretical implications to emphasize the theoretical contribution done to the study area and managerial implications by highlighting the applications of Value Co creation methods to generate brand love whilst measures to be taken were also presented.

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