Fostering consumer cooperative member loyalty through value co-creation, trust and cooperative literacy

Abstract

particularly within the retail sector, where it is considered a critical mechanism for driving sustainable business growth and competitive advantage. Although considerable research has been devoted to identifying the drivers and foundational elements of value co-creation, its wider implications particularly within the domain of relational marketing have yet to be thoroughly examined. Grounded in Service-Dominant (S-D) Logic and further supported by Experiential Learning Theory and Social Exchange Theory, this study introduces a behavioural framework for value co-creation. The framework integrates key constructs such as cooperative literacy, trust, and member loyalty, specifically within the context of consumer cooperatives in Sarawak. However, while academic interest in these constructs has been steadily increasing, limited attention has been given to understanding the specific impact of role of knowledge, particularly knowledge literacy, as a moderating factor and also mediating role of trust on fostering loyalty among members within consumer cooperative settings. In addition, the implementation of these constructs within cooperative settings particularly in the context of emerging economies has been insufficiently explored and lacks comprehensive academic understanding. This emphasizes the importance of conducting further research on value co-creation behaviour alongside cooperative literacy, trust, and member loyalty, particularly within the consumer cooperative sector.