The Effect of Retailer's Perceived Service Innovation and Value Co-Creation Behavior on SME's Brand Equity

2020 Journal of environmental treatment techniques  
The purpose of this study is to examine the predictive effect of value-co creation, and service innovation on SME's brand equity in Malaysia. 529 questionnaires were collected via judgemental sampling from customers who patronizing SMEs involved in Food and Beverages (F & B) services. The findings show that the impact of value co-creation on SME's brand equity is positive. Moreover, the retailer's perceived service innovation is positively related to SME's brand equity. This study provides
more » ... study provides theoretical, empirical and managerial contributions to the field of brand and service management from consumers' perspective. The outcome of the study will benefit SME retailers' particular to F & B operators to manage their customers in a more excellent manner.
doi:10.47277/jett/9(1)71 fatcat:zyfsml235jclhhb4tlvos62lye