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James Bakul Sarkar on Muck Rack

James Bakul Sarkar

As seen in: Taylor & Francis Online
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Articles

Nurturing Bonds: The Essence of Moral Reasoning in Linking Relationship Marketing Orientation to Customer Value Co-Creation Behavior Through Customer Engagement

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By Shamsul Arefin, James Bakul Sarkar, Mohammad Faridul Alam, Nujhat Nabila Ayshe
| Taylor & Francis Online
Based on the social exchange theory and moral foundation theory, this study explores the relationship between relationship marketing orientation (RMO) and customer value co-creation behavior (CVCB), with a focus on the mediating role of customer engagement (CE) and the moderating role of customers’ moral reasoning in the hospital context. Data were collected through a survey of 300 patients in Bangladesh’s healthcare sector and analyzed using SmartPLS 4.
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