Customer Co-Creation on Firm Performance in the Nigerian Telecommunications Industry: An Experimental Study
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Date
2025
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A Publication of the Department of Marketing, University of Benin
Abstract
This study examines the effect of customer co-creation on firm growth in the Nigerian
telecommunications industry using an experimental research design. A total of 400 participants
(N=400), comprising 200 distributors and 200 operational staff, were randomly assigned to
either a treatment group (n=200) or a control group (n=200). The treatment group engaged in
structured customer co-creation activities, including product development participation, service
customization, and digital engagement platforms, implemented over a four-month period. Data
were collected at both pre- and post-intervention phases through structured questionnaires. Key
performance indicators measured included product development participation, service
customization, engagement platforms, and overall firm growth. Inferential analyses, including
paired sample t-tests, independent sample t-tests, and ANCOVA, revealed that customer co
creation positively and significantly influenced firm growth outcomes. In particular, service
customization showed the most notable improvement post-intervention. ANCOVA results
indicated a statistically significant effect of the co-creation intervention on growth
(F(68,131)=28.18, p<.001), with a very large effect size (R²=.936; Adjusted R²=.903). The
treatment group demonstrated superior improvements across all performance dimensions
relative to the control group. These findings underscore the strategic importance of embedding
customer co-creation mechanisms in organizational processes to foster sustainable growth.
Study limitations include the use of self-reported data and a relatively short observation
window. Implications for managerial practice, policy, and theory development are presented,
highlighting the necessity of institutionalizing co-creation frameworks to drive competitiveness
in the telecommunications sector
Description
In today’s global business environment, organizations face continuous and multifaceted
changes, with competition being a primary driving force. These changes have transformed
traditional business approaches, highlighting the critical importance of engaging customers in
product and service development.
Keywords
Citation
Salau A. A, Oladosu, M O., Okpara, K K. & Bello, F (2025). Customer Co-Creation on Firm Performance in the Nigerian Telecommunications Industry: An Experimental Study. Uniben Journal of Marketing.4(3). 47- 68