Religious value co-creation: measurement scale and validation

Ken Sudarti · Olivia Fachrunnisa

12 citations0/0 files storedJournal of Islamic marketing

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Service and Product Innovation Halal products and consumer behavior Workplace Spirituality and Leadership

Abstract

Purpose This study aims to refine the concept of value applied to value co-creation (VCC) by adding religious values. The concept of religious value co-creation (RVCC) is offered because the concepts of value and VCC that have been explored by previous researchers have not touched transcendental values or divine values. So far, the concept of value and VCC onlyfocused on transactional motives with worldly goals but had not succeeded in fulfilling religious needs. The literature review on the concept of value and VCC was carried out from 1990 to 2020, especially regarding the dimension of value creation. Design/methodology/approach A qualitative method was used to review articles related to the purpose of this study. Harzing’s Publish or Perish application is used to filter relevant articles as data sources. The selected articles only involved databased from Scopus (97 articles) and Google Scholar (115 articles). After going through a rigorous selection, seven articles were successfully analyzed. Findings The results of the analysis show that the concept of value only emphasizes business values and does not yet have religious values, especially Islamic values. Research limitations/implications Future studies can be developed by examining the relationship between RVCC and its antecedent and consequence variables. Originality/value This study fills the theoretical gap and provides new insight into the concept of value, especially VCC by adding religious values. This research contributes to the development of the concept of value and VCC so that the two concepts become more holistic. Religious value is urgent to be considered, especially when the organization offers products based on religion and becomes one of the uniqueness that is not easily imitated. This uniqueness is believed to be able to bring about strong differentiation through superior values that have touched the level of non-transactional motives. For organizations that offer products with a religious basis, this differentiation is urgent to create.

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References

2003Evolving to a New Dominant Logic for Marketing 2007Service-dominant logic: continuing the evolution 1991Why we buy what we buy: A theory of consumption values 2015Institutions and axioms: an extension and update of service-dominant logic 2007Managing the co-creation of value 2008On value and value co-creation: A service systems and service logic perspective 2012Critical service logic: making sense of value creation and co-creation 2004Co‐creating unique value with customers

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