摘要：The paper’s objective is to investigate the impact of value proposition co-creation oninternational customer satisfaction in the airsoft industry. This empirical paper aims at answeringa question “Which factors influence satisfaction of the international customers involved in theprocess of value co-creation in the airsoft industry” and sets a hypothesis that value co-creators’country of origin has a positive impact on customers’ satisfaction. A case study approach of anentrepreneurial company (GATE) was supplemented with data collected via a survey (n = 176),where consumers’ perception of the firm’s value proposition and its influence on their satisfactionwere investigated. The study contributes to the value creation theory by identifying the main factorsinfluencing customer satisfaction in the airsoft industry and verifying whether the co-creators’ originaffects the factors’ ratings. The results indicate that the most crucial factors influencing internationalcustomer satisfaction in this industry are quality level and product functionality and that the countryof origin of customers has no significant impact on international customer satisfaction.
关键词：airsoft industry; customer satisfaction; country of origin; entrepreneurship; value co-creation; value proposition
