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Purpose: Digital platforms have transformed how brands engage with collaborative consumption actors, such as prosumers. This study aims to examine the role of customer innovativeness and perceived economic value as important boundary conditions on the effects of customer brand engagement behavior on co-production, which subsequently influences customer satisfaction. Design/methodology/approach: The authors test the model using survey data from 430 users of a digital platform (i.e. UBER) in Australia. Hypotheses were tested using the bias-corrected bootstrapping method. Findings: The findings suggest that customer innovativeness and perceived economic value positively moderate the effects of customer brand engagement behavior on co-production. Further, the mediating effects of co-production on satisfaction are stronger for highly innovative customers and for those who associate high perceived economic value with the brand. Research limitations/implications: This study provides novel ins
If we believe that the customer experience is the future of business, then understanding how your customers perceive their interactions with your company is a vital key to success. Getting essential customer experience right in every touchpoints can lead to more meaningful and transformative moments during the customer journey.