ABSTRACT
The nature of customer value creation actually lies in the customer behaviours themselves. In developing the customer value creation behaviour scale, Yi and Gong followed Churchill's paradigm for scale development and drew on similar scale-development studies. To evaluate the reliability and construct validity of the customer value creation behaviour scale, Yi and Gong collected further data, which yielded 311 responses. Through qualitative and empirical research, Yi and Gong have developed and validated the customer value creation behaviour scale. The scale conforms to the structure of a third-order factor model that ties customer value creation behaviour to two distinct dimensions: customer participation behaviour and custome.
