Work

Does Customer Value Creation Behavior Drive Customer Well-being?

Year: 2016

Type: article

Abstract: To address the potential ambivalent effects of customer value creation behavior (CVCB) in a service setting, we developed a theoretical model identifying separate psychological mechanisms that account for both positive and negative effects of CVCB on customer outcomes, such as customer value and customer well-being. Participants comprised 103 business customer–supplier dyads. The results show that CVCB enhanced customer outcomes through the intermediate mechanism of customer self-determination, but hindered customer outcomes by generating customer role stress. In addition, the results indicate that relationship quality moderates the effect of CVCB on customer self-determination and role stress, thus channeling its effect in either a positive or a negative direction. The results offer insight into the mixed findings on customer behavior in the service literature.

Source: Social Behavior and Personality An International Journal

DOI: 10.2224/sbp.2016.44.1.59

Authors: Taeshik Gong, Jin Nam Choi, Samantha Murdy

Institutions: Hanyang University, Seoul National University, University of Strathclyde

Language: English

Topic: Service and Product Innovation

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: diamond

OpenAlex ID: W2325814130

FWCI: 6.957

Cites:

Cited by: 40

Related to: 10