Abstract
This research examines the role of dual types of customers' self-construal (i.e., independent vs. interdependent) on value co-creation attitude and behaviour in retail service encounters. Using a mall-intercept survey, 463 responses were collected. Structural equal modeling was employed to analyse the results. Findings suggest that customers' independent self-construal does not affect their value co-creation attitude, implying that such customers solely create value on their own but do not participate in co-creation in service encounters. On the other hand, the interdependent self-construal has a strong significant impact on their value co-creation attitude; as a result, such customers create value independently as well as co-create value with the service employees by collaborating in service encounters. We argue that for service providers who want to encourage co-creation in retail markets, understanding the significance of consumers' self-construals is essential. This study has a number of implications. For instance, it shows that businesses might enhance the shopping experience by co-creating value with interdependent self-construal customers. Customers that have interdependent self-construals benefit from direct connection with frontline staff during service interactions, and as a result, they can play a crucial part in bringing creative ideas to the retail market. This study adds to our understanding of who independently create value and who co-creates value with others by analysing the relative influence of two types of self-construal in retail markets.