Quantitative analysis reveals satisfaction and value co-creation significantly influence user loyalty in e-government, while user innovativeness negatively moderates these effects.
Purpose This study aims to examine the relationships between satisfaction, customer value co-creation, engagement and loyalty among users of e-government platforms, as well as the moderating effect of user innovativeness. Design/methodology/approach Grounded in service-dominant logic and relationship marketing, this quantitative study analyses data from 131 Colombian e-government users collected via an online questionnaire. Partial least squares structural equation modelling (PLS-SEM) is used for hypothesis testing. Findings Satisfaction and value co-creation are direct determinants of user loyalty to e-government platforms, while engagement has an indirect (mediated) effect. User innovativeness negatively moderates the relationship between engagement and satisfaction, reducing its strength among more innovative users. Practical implications The results offer practical insights for designing more engaging, citizen-centred digital platforms and provide guidance for public institutions aiming to enhance user retention and satisfaction. Social implications The study highlights the role of co-creation and engagement in fostering trust in government, promoting inclusive participation and supporting more transparent and responsive digital public services. Originality/value In light of the limited empirical research on value co-creation in government services, this study advances the field by demonstrating the significant influence of co-creation, engagement and satisfaction on loyalty, and by revealing a boundary condition through the negative moderation of user innovativeness.
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Londoño-Giraldo et al. (2025) studied this question.
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