How cross-culture affects the outcomes of co-creation

Purpose The aim of this study is two-fold. Firstly, to examine the outcomes of co-creation from a customer perspective using well-recognised customer management variables (customer satisfaction, loyalty and word-of-mouth (WOM). Secondly, to assess potential cross-cultural differences that may exist within the context of co-creation. Design/methodology/approach A questionnaire was completed in the banking services industry, and the final valid...