The effects of behavioral, cognitive, and decisional control in co-production service experiences
Abstract
Companies are encouraging customers to participate in the process of creating and delivering their offering(s). In this strategy, not only do providers select a level of customer co-production, but also the level of customer control. This study examines the effects of control types (cognitive, behavioral, and decisional) and their interaction on customers’ affective responses in service operations with varying levels of co-production. An...
Paper Details
Title
The effects of behavioral, cognitive, and decisional control in co-production service experiences
Published Date
Jan 31, 2015
Journal
Volume
27
Issue
3
Pages
423 - 436
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