Fostering Co-Innovation through Value Co-Creation and Customer Knowledge in Sport Clubs: The Moderating Role of Cognitive Processing and Customers Behavioral Engagement

Document Type : Original Article

Authors

1 Urmia University

2 Assistant Professor of Sports Management Urmia University Faculty of Sports Sciences

10.22034/sms.2024.140860.1319

Abstract

Co-innovation allows sports organizations to collaborate with foreign partners such as customers to create new products and services. The aim of this research was to investigate the moderating role of cognitive processing and behavioral engagement of customers with sports clubs on the relationship between value co-creation, co-innovation, and customer knowledge. The present research was a correlational study conducted in the field. The statistical population of the research was customers of sports clubs in the city of Nasiriyah in Iraq, of which 408 individuals were selected as the sample using stratified sampling method. The co-innovation questionnaire of Arias-Pérez et al. (2020), customer knowledge of Behnam et al. (2020), value co-creation of Nysveen and Pedersen (2014), and cognitive processing and behavioral engagement of Hollebeek et al. (2014) were used. SPSS version 18 and PLS version 4 were used for data analysis. The results showed that customer knowledge has a significant effect on value co-creation but not on co-innovation. This research showed that value co-creation has a significant effect on co-innovation. Also, according to the results, value co-creation mediates the relationship between customer knowledge and co-innovation. Finally, this research highlighted that cognitive processing has a moderating role in the relationship between customer knowledge and value co-creation. This research showed that customer knowledge as an external source of knowledge plays a key role in value co-creation, which leads to co-innovation with services and clubs, especially in customers with higher cognitive levels.

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