Customer Value Co-creation Behavior and its influence on Customerization Capability

value Co-creation is the result of combined efforts of the company، employees، customers، shareholders،…. some Customers are people who engage in the process of value co-creation. they have value co- creation behavior. In this paper has shown that value co-creation behavior has been formed from of the two major dimensions. They are customer citizenship behavior and customer participation behavior. each of them have four sub-dimentions. The purpose of this paper is the ranking of value co-creation behavior elements via ANP approach and evaluating of impact’s value co-creation behavior on customerization capability and service capability with Smart Pls software. The population of the research is institutes of art and architecture students and students of language schools in Yazd city. In this study، was used ANP approach for elements ranking and structural equation models for model analyzing. Method of study is descriptive-survey. the data was collected with questionnaire. The results showed that value co-creation behavior effects on customerization capability and service capability. among the elements of value co-creation، customer citizenship behavior is important. among the elements of customer citizenship behavior،advocacy is important. Information sharing is impoatant than other elements in customer participation behavior.