Abstract

The purpose of this study is to ascertain the effects of customer value co-creation on customer loyalty in the service industry and IBTC pension was used to represent the service industry in Nigeria. Time has passed when firms act autonomously in designing products, developing products, creating marketing messages and so on with little or no interface from or interaction with customers. Now customers seek to exercise their influence in every part of the business system. This has led to the impending question, “can involving customers in the creation of service make them loyal”? The components of the DART Model (Dialogue, Access, Risk Assessment and Transparency) were applied to the Nigerian setting to determine customer loyalty in the pensions industry. The study adopted survey design method conducted among individual customers and staff of IBTC pension. Structured questionnaire was used to generate data for the study. Multiple Regression was used to test the hypotheses generated for the study.

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