Abstract:
The study aims at establishing the benefits of actively utilizing the intangible resources of
solid waste management customers in designing and implementing solid waste collection services,
using the social media platforms. While Ghana generates high volumes of solid waste on a daily
basis, less than half of it is effectively collected and disposed of. This calls for the adoption of
innovative strategies to better connect and serve customers. Adopting a marketing approach to
solid waste management has not been given much needed attention in Ghana and Africa, and this
research sought to contribute in that direction. There is high usage of mobile telephony services
in Ghana which a waste firm can explore to change negative attitude to waste disposal by the
populace. Online co-creation is seen as a modern marketing approach leading to behavioral change in
consumers. In this regard, the study looked at customer online co-creation in the solid waste collection
sector in Ghana. The study adopted the survey strategy using structured questionnaire as the measure
instrument, and data analyzed using both the structural equation model (SEM) and hierarchical
multiple regression. The key findings are that customer intangible resources (online experience
and skills) can be tapped by waste firms to co-create services that would generate positive attitude
towards sanitation issues and the willingness to advocate the services and programs of the firm.
Similarly, waste firms must invest in well-functioning and information rich digital platforms, and to
devise innovative strategies to direct traffic to these platforms for effective customer participation.
