The Effect of Customer in Brand Co-Creation on Product Quality: An Exploratory Study of Some Smartphone Brands


  • Bushra Abdul Hamza Abbas
  • Ali Abid Alhassan jahil Al janabi


The key objective of the current study is to examine the impact of Customer In Brand Co-Creation (development, feedback, advocacy, and assistance) on product quality (esthetic, durability, ease of use, product performance, and serviceability) of certain brands of mobile phones. The problem of study was therefore formulated with regard to the relationship between the variables of study, which established the objectives of study. Study hypothesis chart crystallized the formulation of the special hypotheses tested in the statistical package to model structural equations in the least squares method (AMOS.V.25) and to analyze what study tool provided, a set of statistical methods were used: The deterministic factor analysis, the alpha Kronbach coefficient, the determination coefficient (R2), and the normal distribution of data. The results of study showed a clear and important perception of the relationship between the customer's participation in the creation of the brand and the quality of the product. Perhaps the most important results of study are reflected in the fact that the sample is highly aware of the importance of the brand's authenticity in order to encourage customers to participate in creating the brand to enhance the quality of products. This allows the organization to improve its capacity to effect change in a way that is appropriate to the skills and experience of its service providers during the service interview, and in the light of these findings, study has submitted a series of recommendations.