THE MEDIATING EFFECT OF TRUST ON VALUE CO-CREATION BEHAVIOR AND MEMBERS' LOYALTY IN CONSUMER COOPERATIVES: A PROPOSED CONCEPTUAL FRAMEWORK

Abstract

In recent decades, researchers have increasingly focused on value co-creation behavior, especially in the retail industry, where it is considered a key factor for growth and long-term sustainability. Although much of the existing research has concentrated on exploring the dimensions and antecedents of value co-creation, there is still a significant gap in understanding its impact on relational marketing aspects. Applying the service-dominant (S- D) logic and social exchange theories, this paper presents a conceptual framework for value co-creation behavior, trust, and member loyalty, with a particular focus on consumer cooperatives in Sarawak. While previous studies have investigated the relationship between value co-creation behavior and member loyalty, there is a lack of research specifically examining the mediating role of trust, particularly in the context of the consumer cooperative sector. Furthermore, the application of these concepts within the context of cooperatives in developing markets remains largely underexplored. To bridge this gap, this conceptual paper seeks to propose a value co-creation behavioral framework that integrates trust and member loyalty, analyzed within the context of consumer cooperatives in developing markets.