The Role of Learning Agility in the Relationship between Service Experience and Value Co-Creation in Consumers with the Moderating Role of Cognitive Engagement

Learning agility is a crucial area of study among consumers due to its significant impact on adaptation and success. While research on learning agility in marketing is growing, there has been limited attention to its predictors and consequences. This study aimed to examine the mediating role of learning agility in the relationship between service experience and customer value co-creation, while also considering the moderating role of cognitive engagement. The research employed a correlational method and was conducted in the field. The statistical population consisted of customers from sports clubs with a sample of 417 individuals’ selected using stratified sampling. The study utilized established questionnaires: the Service Experience Questionnaire by Klaus and Maclan (2012), the Learning Agility scale by Caldwell and Gravett (2016), the Value Co-Creation measure by Nysveen and Pedersen (2014), and the Cognitive Engagement scale by Hollebeek et al. (2014). The validity and reliability of these instruments were assessed using Cronbach's alpha, composite reliability, item factor loading, and discriminant validity methods, all of which were validated. Data analysis was performed using SPSS version 18 and Mplus 7 software. The results indicated that service experience positively influenced both learning agility and value co-creation. Furthermore, learning agility significantly mediated the relationship between service experience and value co-creation. However, cognitive engagement was found not to moderate the relationship between service experience and value co-creation. This study highlighted the importance of service experience as a key factor that enhanced learning agility, ultimately fostering value co-creation among consumers of sports services.