Business enterprises and organizations exist to serve their past, current and future customers, therefore customer satisfaction is very crucial to their performance. Well aware of goods and services quality, customers oblige companies to cater to their needs. This article examines what the implications of dissatisfied customers are, and why business diligence is necessary for maintaining a vibrant customer base. Extant research on customer satisfaction does not delve into the way dissatisfied customers can become co-creators of value, so the present study closes that gap by identifying how and why customers with awful experiences can enhance the relation between customer satisfaction and co-creation intentions. By empirically testing a set of hypotheses on 403 users of Xiaomi phone in China, the results confirm that the interaction term of business diligence can increase both customer satisfaction and value co-creation intentions. The practical and theoretical implications of these results are discussed.
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