LAUSR

ABSTRACT Using service dominant logic as the theoretical framework, this study examines the associations between consumer engagement, two dimensions of value co-creation (co-production and value-in-use), and behavioural loyalty while considering the moderating role of psychological involvement. Participants (N = 559) were recruited from fitness clubs in Urmia, Iran. Structural equation modelling revealed positive associations between consumer engagement, value co-creation, and behavioural loyalty. consumer engagement had a positive indirect effect on behavioural loyalty through co-production, although not through value-in-use. This suggests operationalizing value co-creation as multidimensional is more appropriate than as a unitary construct. Furthermore, psychological involvement had a moderating effect on the relationship between consumer engagement and behavioural loyalty, where the relationship was stronger for individuals with higher psychological involvement. Findings from this study suggest consumer engagement is a key antecedent of behavioural loyalty and highlight the importance of co-production and psychological involvement in promoting behavioural loyalty at fitness clubs. HIGHLIGHTS Co-creation is a multidimensional construct comprising co-production and value-in-use. Co-production and value-in-use are differentially related to behavioural loyalty. Co-production mediates the relationship between consumer engagement and behaviour. Psychological involvement moderates the consumer engagement and loyalty relationship.