{"id":3236,"date":"2025-10-02T05:35:48","date_gmt":"2025-10-02T05:35:48","guid":{"rendered":"https:\/\/ujm.com.ng\/?p=3236"},"modified":"2025-10-02T05:35:48","modified_gmt":"2025-10-02T05:35:48","slug":"customer-co-creation-on-firm-performance-in-the-nigerian-telecommunications-industry-an-experimental-study","status":"publish","type":"post","link":"https:\/\/ujm.com.ng\/index.php\/2025\/10\/02\/customer-co-creation-on-firm-performance-in-the-nigerian-telecommunications-industry-an-experimental-study\/","title":{"rendered":"Customer Co-Creation on Firm Performance in the Nigerian Telecommunications Industry: An Experimental Study"},"content":{"rendered":"\n<p class=\"has-text-align-center\"><strong>Abdulazeez Alhaji Salau<\/strong><sup>1<\/sup><strong><br>Mutiat Oyinlola Oladosu<\/strong><sup>2<\/sup><strong><br>Kelechi Kyrian Okpara<\/strong><sup>3<\/sup><strong><br>Fatai Bello<\/strong><sup><strong>4<\/strong><\/sup><br><sup>1<\/sup>Department of Business and Entrepreneurship<br>Faculty of Management and Social Sciences, Kwara State University, Malete.<br><sup>2<\/sup>Department of Business Administration<br>College of Management and Social Sciences, Fountain University Osogbo<br><sup>3<\/sup>Banking Services, Central Bank of Nigeria, Ilorin Branch<br><sup>4<\/sup>Department of Business and Entrepreneurship, <br>Faculty of Management and Social Sciences, Kwara State University, Malete.<\/p>\n\n\n\n<p><strong>Abstract<\/strong><br><br>This study examines the effect of customer co-creation on firm growth in the Nigerian telecommunications industry using an experimental research design. A total of 400 participants (N=400), comprising 200 distributors and 200 operational staff, were randomly assigned to either a treatment group (n=200) or a control group (n=200). The treatment group engaged in structured customer co-creation activities, including product development participation, service customization, and digital engagement platforms, implemented over a four-month period. Data were collected at both pre- and post-intervention phases through structured questionnaires. Key performance indicators measured included product development participation, service customization, engagement platforms, and overall firm growth. Inferential analyses, including paired sample t-tests, independent sample t-tests, and ANCOVA, revealed that customer cocreation positively and significantly influenced firm growth outcomes. In particular, service customization showed the most notable improvement post-intervention. ANCOVA results indicated a statistically significant effect of the co-creation intervention on growth (F(68,131)=28.18, p&lt;.001), with a very large effect size (R\u00b2=.936; Adjusted R\u00b2=.903). The treatment group demonstrated superior improvements across all performance dimensions relative to the control group. These findings underscore the strategic importance of embedding customer co-creation mechanisms in organizational processes to foster sustainable growth. Study limitations include the use of self-reported data and a relatively short observation window. Implications for managerial practice, policy, and theory development are presented, highlighting the necessity of institutionalizing co-creation frameworks to drive competitiveness in the telecommunications sector.<br><br><strong>Keywords:<\/strong> Customer Co-Creation, Firm Performance, Telecommunications, Experimental Design, Emerging Market<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><a href=\"https:\/\/ujm.com.ng\/wp-content\/uploads\/2025\/10\/2025-UJM-Vol-4-No.3-30.09.2025-47-63.pdf\">DOWNLOAD FULL TEXT IN PDF<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Abdulazeez Alhaji Salau1Mutiat Oyinlola Oladosu2Kelechi Kyrian Okpara3Fatai Bello41Department of Business and EntrepreneurshipFaculty of Management and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3202,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[399],"tags":[396,398,397,394,395],"class_list":["post-3236","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-firm-performance","tag-customer-co-creation","tag-emerging-markets","tag-experimental-design","tag-firm-performance","tag-telecommunications"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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