DEMATEL Technique to Assess Social Capital Dimensions on Consumer Engagement Effect on Co-Creation

Abstract

The concept of social capital has become an interesting issue in management literature. Several authors have called for more study to be carried out on the dimensions of social capital. As part of the response to this call, we examined the influence of the dimensions of social capital on customer engagement to co-create. The Decision-Making Trial and Evaluation Laboratory (DEMATEL) technique was applied to analyze and capture the causal relationship visibly among the criteria and also measure the interaction level and the direction of influence of the criteria. The criteria identified to be crucial in influencing other criteria to co-create and the driving factors for problem-solving were: commitment (b8), Shared code and language (c9), shared narratives (c10), consumer engagement (d11), density (a3) and structural holes (a5). Criteria such as frequency of interaction (b7), trust (b6), social interaction (a4) and network ties were recognized as the core subjects that need maximum attention because they are effect-type attributes and cannot be directly improved unless through other criteria.