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1. Introduction
With the change of the market competition environment, the connotation of value creation has transformed from being created by enterprises alone to being co-created by customers and enterprises in union (Vargo and Lusch, 2017). The role of customers in value creation has changed, while researchers also appeal to explore value creation in customer consumption practice (Climent and Haftor, 2021). Voice and suggestions from customers reflect the demand of transformation from the terminal market and are the important source to help the enterprise and achieve value co-creation (Groth, 2005). Customers' voice and suggestions not only help enterprises enhance the competitiveness of products or services but also reflects changing demands to improve consumer welfare. How to effectively obtain customer voice and suggestions to improve products or services becomes a vital topic for both enterprise and consumers (Akrout and Nagy, 2018).
However, the current research on customer voice is very limited. With the popularity of the Internet, the voice of customers mainly occurred in the brand community and presented in the form of customer reviews. Customer review refers to the opinions of customers on products or services, which also serve as a vital reflection of customers' voices and value co-creation (Climent and Haftor, 2021). The research on customer reviews mainly focuses on the manifestation, such as customer complaints and word-of-mouth recommendation (He and Harris, 2014; Istanbulluoglu et al., 2017), which limits the initiative value co-creation of customer voice in the research domain of customer review. Furthermore, as the virtual platform that sharing information and experiences (Mcalexander et al., 2002), maintaining continuous communication and forming a systematic value creation system is the original intention for enterprises to establish brand community. Online brand community has gradually become the headstream of customer suggestions and voice. The limited focus on the value co-creation toward the community has limited the ability to develop a more positive understanding for the customer voice and forms the primary motivation for this research.
As a spontaneous contribution of customers to the community or brand, customer voice does not come into being without any reason. The emergence of community contribution is closely related to customer community experience (Kaur et al., 2016) that originates from the continuing positive interaction. Community experience is the overall...