The Role of Co-Creation in Shaping Word of Mouth Among Indian Private Bank Customers

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Volume-XVIII, Issue-II, Jul.-Dec. 2025
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Year	2025
Volume/Issue/Review Month	Volume-XVIII \| Issue-II \| Jul.-Dec.
Title	The Role of Co-Creation in Shaping Word of Mouth Among Indian Private Bank Customers
Authors	Annu Kumari, Harpreet Singh Chahal
Broad area	Marketing
Abstract	Co-creation is essential to banking institutions, as the partnership with clients and a detailed understanding of their demands can promote superior financial achievements. This investigation concentrates on the private sector banking landscape in India and underscores the significance of value generation in fostering a successful relationship between clients and banks. This research effort aims to explore the significance of co-creation value in the banking sector from the viewpoint of customers and its implications for word-of-mouth communication (WOM). A group of 582 customers of private banks was selected for analytical purposes. The findings from the Structural Equation Modeling (SEM) analysis indicated that the association between co-creation value and WOM is positively significant. This study holds considerable relevance for both customers and bank management, as it elucidates the necessity of recognizing that the implementation of the co-creation process culminates in a sustainable rapport between consumers and banking institutions.
DOI	https://doi.org/10.63340/SAMT/100000013
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