Abstract:
1. Introduction
This study investigates how value co-creation affects Generation Z
customers' brand love (BL) in Sri Lanka's café sector. The study examines
the impact between brand love (BL ) and customer citizenship behavior
(CCB) and customer participation behavior (CPB), which has received little
attention in Sri Lanka. Given that Gen Z consumers prefer individualized
and technologically advanced experiences, it is imperative that cafés
understand these habits in order to develop stronger emotional bonds.
2. Research Methodology
A quantitative technique was used and a survey was carried out to collect
answers from Gen Z café customers in Sri Lanka's Western Province..
Regression analysis in SPSS version 21 was utilized to examine the data,
and a non-probability purposive sampling strategy was employed. The
approach of the study provides insights unique to a growing market setting
while effectively capturing the link between CPB, CCB, and BL. Based
theory of this study is service dominant logic theory. The reasons to choose
Gen Z is it has emerged as a unique consumer group, presenting both fresh
potential and problems for companies.
3. Findings and Discussion
The findings showed that while both CCB and CPB have a substantial
impact on BL, CCB is a better predictor. This implies that more emotional
brand attachment is impacted by encouraging community-driven activity
(such as advocating and assisting others) than by merely taking part in
service delivery. The significance of CCB in the setting of Sri Lankan cafés is
shown by these findings, which are consistent with previous studies.
4. Conclusion and Implications
The study's findings indicate that CCB has a stronger influence on BL
among Generation Z in Sri Lanka's café sector than CPB does. Increasing
knowledge of value co-creation is one example of theoretical contributions.
Cafés may practically increase client loyalty by promoting community
involvement and consumer advocacy, particularly through social media,
which plays to Gen Z's inclination toward digital nativeness. This study add
knowledge to the value co-creation to the Sri Lankan café industry.
