Identifying Value Co-creating Customer Segments and Their Loyalty Patterns in the Automotive Market: A Cluster Analysis Approach
Published online on February 03, 2026
Abstract
Global Business Review, Ahead of Print.
Value co-creation behaviour is a powerful tool adopted by firms to mitigate loyalty risk. However, there is considerable heterogeneity amongst customers in terms of their brand engagement and loyalty. The current study examines segmentation possibilities ...
Value co-creation behaviour is a powerful tool adopted by firms to mitigate loyalty risk. However, there is considerable heterogeneity amongst customers in terms of their brand engagement and loyalty. The current study examines segmentation possibilities ...