IMPACT OF VALUE CO-CREATION ON BRAND LOVE AMONG GENERATION Z: WITH SPECIAL REFERENCE TO THE CAFÉ INDUSTRY IN THE WESTERN PROVINCE OF SRI LANKA

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.