The Moderating Role of Customer Education in the relationship between Digitalization and Value Co-Creation: Applied on Microfinance Non-Banking Companies in Egypt

نوع المستند : المقالة الأصلية

المؤلفون

1 کلية التجارة، جامعة المنصورة

2 faculty of commerce-Mansoura university

المستخلص

This research aimed to analyze the moderating role of Customer Education in the relationship between Digitalization and Value Co-Creation applied on the Microfinance Non-Banking Companies’ Customers in Egypt. Based on the literature review, researchers developed the conceptual framework of the relationships between research variables (Digitalization, Customer Education, and Value Co-Creation). To collect data, researchers depended on a questionnaire which was uploaded to google drive in google form format and was shared via social media channels of the Microfinance Non-Banking Companies in Egypt. The collected responds were 421, and the valid responds were 404. The findings show that there is a significant, positive, and direct effect of Digitalization on Value Co-Creation. For Digitalization Dimensions, results showed that only three dimensions of the four significantly affect Value Co-Creation, they are: Digitalization of Service Support, Digital Analysis Support, and Digitalization of Data integration and access support. Results of the Moderation Analysis show that Customer Education Significantly moderates Three of the four sub relationships, those are: The relationship between Digitalization of sales support, and Value Co-Creation; The relationship between Digitalization of service support, and Value Co-Creation; and the relationship between Digitalization of Data integration, and Value Co-Creation.

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