Customer Co-Creation Behavior (DART)
Marketing & SalesReliability: alpha 0.894 sample items
About this scale
A multi-item measure of customer co-creation behaviour across the DART framework: dialogue, access, risk-benefits, and transparency.
Sample item(s)
“I engage in dialogue with companies about their products (dialogue)”
“I have access to information that helps me co-create with companies (access)”
“I clearly understand the risks of co-creation (risk)”
“Companies are transparent with me about co-creation (transparency)”
Reliability
Reported internal consistency: alpha 0.89. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Foundational co-creation framework.
Source & citation
Prahalad, C. K., & Ramaswamy, V. (2004): Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, Vol. 18, No. 3, pp. 5–14.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
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