Independent Value Co-creation in Bank Customer : Identify the Factors and Their Implications

This study aims to determine the factor underline of independent value creation at banking services. By understanding of the factors, it would be identified the way to enhance customer independent value creation activities. The study is using bank services as the study context. It involved bank customers at the two biggest city in Indonesia, Jakarta and Surabaya. The sample selection is conducted by purposive sampling method. Statistical methods used in this study were factor analysis and cluster analysis. There are five factors underlining the independent creation value activities; i.e. information finding, responsible behavior, feedback, helping and tolerance. The other finding is there are two groups of customers based on their independent value creation activities, higher and lower independent value creator. Furthermore, based on their characteristics, the study propose the way to enhance the customer value creation