Abstract

Given the increasing competitive nature of global markets, consumers are able to choose from an ever- increasing quality of products and services with constant declining prices. Hence, better understanding of B2B value co-creation activities that governs suppliers’ relationship with a direct impact on consumer is of great importance. The general purpose behind the study is that customers are willing to buy products only if consumers are in demand of the manufactured products, and therefore, the marketing efforts should target the ultimate consumer as opposed to the buyer. The purpose of this study is to investigate the impact of B2B value co-creation on consumers in South East Asia’s manufacturing industry. The research questions of this study are as following; what is the impact of B2B value co-creation on consumer satisfaction? What is the effect of value co-creation behavior on repurchase Intention? What is the effect of value co-creation behavior on willingness to pay premium? Available literature that deals with B2B co-creation in South-East Asia is primarily concerned with examining the concept of value co-creation behavior and its impact within organizational settings, with little consideration given to B2B value co-creation from consumer standpoint. Hence, an approach that attempts to assess B2B value co-creation impact on the ultimate consumer provides a new insights and a greater understanding of B2B value co-creation relationship within this important geographical part of the Asian market. Findings show that B2B value co-creation activities have a positive impact on consumer satisfaction in SE-Asian manufacturing sector. Findings also reveal that B2B value co-creation activities have a positive effect on ultimate consumer repurchase intentions. This suggests that B2B activities involving value co-creation have a positive effect on ultimate product consumer repurchase intention.