Customer Co-Creation on Firm Performance in the Nigerian Telecommunications Industry: An Experimental Study
| dc.contributor.author | Abdulazeez Alhaji Salau | |
| dc.date.accessioned | 2025-10-18T18:46:03Z | |
| dc.date.available | 2025-10-18T18:46:03Z | |
| dc.date.issued | 2025 | |
| dc.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. | |
| dc.description.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 | |
| dc.description.sponsorship | Self | |
| dc.identifier.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 | |
| dc.identifier.issn | 2814-1490 | |
| dc.identifier.uri | https://kwasuspace.kwasu.edu.ng/handle/123456789/5943 | |
| dc.language.iso | en | |
| dc.publisher | A Publication of the Department of Marketing, University of Benin | |
| dc.relation.ispartofseries | 4; 3 | |
| dc.title | Customer Co-Creation on Firm Performance in the Nigerian Telecommunications Industry: An Experimental Study | |
| dc.type | Article |