The Effect of Retailer’s Perceived Service Innovation and Value Co-Creation Behavior on SME’s Brand Equity
The purpose of this study is to examine the predictive effect of value-co creation, and service innovation on SME’s brand equity in Malaysia. 529 questionnaires were collected via judgemental sampling from customers who patronizing SMEs involved in Food and Beverages (F & B) services. The findings show that the impact of value co-creation on SME’s brand equity is positive. Moreover, the retailer’s perceived service innovation is positively related to SME’s brand equity. This study provides theoretical, empirical and managerial contributions to the field of brand and service management from consumers’ perspective. The outcome of the study will benefit SME retailers’ particular to F & B operators to manage their customers in a more excellent manner.