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

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 effect of SE and OE on participation enjoyment also differs for clients versus financial advisers: Even incongruent levels of SE and OE can enhance participation enjoyment as long as they help validate role expectations of the respective participants.

Transformative Service Research

“…. Although research has focused on the drivers of coproduction and how effective coproducing customers benefit the firm, only a few studies have examined the effect of coproduction on customers' (and employees') well-being-oriented outcomes (e.g., financial well-being [Guo et al 2013]; participation enjoyment [Yim, Chan, and Lam 2012]). Given the increasing coproduction role of customers and the centrality of consumers in value creation, there is still much to learn by exploring the nature of the activities and the role of consumers as part of value creation and cocreation activities and their impact on consumer well-being, the third theme of this special issue.…”

Comportamento de Cocriação de Valor do Consumidor: Adequação da Inserção de uma Variável a um Modelo Proposto

“…Estudos empíricos identificados na literatura sobre a cocriação de valor -em muitos casos -avaliam a cocriação de valor do consumidor a partir da participação do mesmo nos processos da empresa (por exemplo: Chan et al, 2010;Olsen & Mai, 2013;Yim et al, 2012). Brambilla e Damacena (2011) entendem que apesar de não existir uma clara diferença entre coprodução (no presente estudo entendida como semelhante à participação) e cocriação, a segunda indica ser um termo mais amplo que inclui a coprodução.…”

“…Nota-se, na literatura acadêmica, pesquisas que avaliam a cocriação de valor do consumidor a partir da participação do mesmo no processo (Chan, Yim & Lam, 2010;Dong et al, 2008;Fang, Palmatier & Evans, 2008;Nambisam & Baron, 2009;Olsen & Mai, 2013;Roggeveen, Tsiros & Grewal, 2012;Yim, Chan & Lam, 2012). Entretanto Bendapudi e Leone (2003) indicam que a participação é algo consolidado na literatura, especialmente no contexto de serviços.…”

How to reduce the negative impact of customer non-compliance: an empirical study

“…and b) factors that cannot be controlled by the company, such as customers' personality, individual characteristics, mood e.t.c. (Bandura, 1977;Yim, Chan & Lam, 2012).…”

“…This is because if customers align with the companies' procedures, they will expect that these procedures have been developed in such way that customers' needs and preferences are incorporated (Yim, Chan, & Lam, 2012). If not they will feel that they receive no customised experience and evaluate the service poorly (Zeithaml, Berry & Parasuraman, 1996).…”