Adaptation of the Customer Value Co-Creation Behavior Scale into Turkish: A Validity and Reliability Study

Abstract

Purpose – To adapt Yi and Gong's (2013) Customer Value Co-Creation Behavior Scale into Turkish and validate its psychometric properties in self-service coffee shops.

Design/methodology/approach – Following forward-backward translation and expert review, a pilot (n=60) preceded the main face-to-face survey in Zonguldak (n=388). Exploratory and confirmatory factor analyses were conducted; construct validity was assessed via convergent and discriminant tests; reliability via Cronbach's alpha and composite reliability.

Findings – The eight-factor structure comprising Information Seeking, Information Sharing, Responsible Behavior, Personal Interaction, Feedback, Advocacy, Helping, and Tolerance was confirmed. Model fit was acceptable (χ²/df=2.60; CFI=0.939; SRMR=0.067; RMSEA=0.064). Composite reliability and convergent and discriminant validity indicators met the recommended criteria. Descriptively, Personal Interaction showed the highest mean, Tolerance the lowest.

Discussion – The Turkish form appears valid and reliable, enabling the measurement of customer participation and citizenship behaviors in self-service coffee settings within the service-dominant logic framework. Limitations concern the single-province convenience sample and the possibility of common method bias arising from cross-sectional self-report data. Future studies should examine measurement invariance across sectors and locations.