To comprehend the relationship between the value co-creation and loyalty of customers through systematic revision of the current literature.
Relevance / originality
Studies about the relationship between the value co-creation and loyalty were not found, therefore, the purpose is to fill this gap
Methodology / approach
To obtain a synthesized view of the current literature, a systematic literature review was carried out. We identified 33 articles indexed in the Web of Science and Scopus databases, organized and analyzed under theoretical, methodological and contextual perspectives.
A significant part of the work relates co-creation of value and loyalty, but it does not explore the statistical effects of this relationship. Most of the works are quantitative, use structural equation modeling and explore the financial, tourism and health sectors
Theoretical / methodological contributions
It was found that most of the researches approaches constructs highly related to value co-creation, but they are not quite the value co-creations. Thereby, it’s comprehended that there is still paucity of researches that examine the impact of value co-creation in loyalty.
Social / management contributions
Various contexts are presented, such as how the value co-creation is explored and related to loyalty of the costumers. This knowledge can be used as a starting point by researchers and by professionals from private or public sector