Do Customers and Employees Enjoy Service Participation? Synergistic Effects of Self-and Other-Efficacy.

Published on Nov 1, 2012in Journal of Marketing
· DOI :10.1509/JM.11.0205
Chi Kin Bennett Yim4
Estimated H-index: 4
(HKU: University of Hong Kong),
Kimmy Wa Chan13
Estimated H-index: 13
(PolyU: Hong Kong Polytechnic University),
Simon S. K. Lam34
Estimated H-index: 34
(HKU: University of Hong Kong)
Abstract Extant research confirms the importance of value cocreation through customer participation (CP), but relatively little is known about whether and how it creates an enjoyable experience for customers and service employees and the consequential outcomes of this positive affective experience. This study applies the concept of flow as an overarching framework and draws theoretical support from social cognitive theory, particularly its extension (i.e., the conceptual model of relational efficacy beliefs), to examine how customers and employees derive enjoyment from CP conditional on their perceived efficacy of themselves (self-efficacy [SE]) and their partners (other-efficacy [OE]) in financial services. Empirical results from 223 client–financial adviser dyads confirm that participation enjoyment, in addition to economic and relational values, mediates the impact of CP on participants' satisfaction evaluations, with SE positively moderating CP's impact on participation enjoyment. The synergistic effe...
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