Customers’ value co-creation behaviors on mobile banking service in China: Investigating the antecedent roles of service quality, Gamification, customer engagement, and generation cohort

Abstract

This research aimed to examine antecedent factors’ effects on customer value co-creation behaviors in Chinese banking industry by adopting Cognitive-Motivational-Relational theory and Broaden-and-Build theory. It investigates the moderating effects of Gamification and generational differences on customer engagement and CVCB, respectively basing on Gamified Learning Theory and generational theory. This study elucidates the advantage of exploring antecedent factors that influences CVCB from holistic viewpoint. From 690 gathered online survey questionnaires, statistical analysis results from this research confirmed the positive effects of mobile banking service quality, customer engagement and generation cohort differences’ on CVCB under Chinese mobile banking context. These research findings provide valuable information for policy makers and assist them in creating competitive marketing tactics that maintain and engage customers under Chinese cultural context.