Abstract

This paper aims to develop a conceptual model that connects a new concept, namely Religious Value Co-Creation (RVCC) to build customer engagement. RVCC is the result of a synthesis between the concept of value co-creation and Islamic values. This new concept emerged because the value dimensions proposed by previous researchers had not considered the religious factor and were still transactional. Besides, the phenomenon that develops in religion-based products is not visible for its differentiation from non-religion-based products. Several propositions were submitted from the results of literature studies. By involving religious elements in value co-creation, the parties included in value co-creation will be involved in ‘sincere to give’ and ‘sincere to accept’ to obtain holistic value. RVCC is indicated to increase customer engagement.