2021
DOI: 10.1108/jsm-06-2020-0236
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Exploring regulatory fit between service relationships and appeals in co-production

Abstract: Purpose This paper aims to explore how different service relationships (mentoring relationship versus partnering relationship) in service co-production affect service outcomes. Specifically, it aims to explore whether the effects of service relationships on customers’ intention to purchase the service are contingent upon service appeals’ regulatory focus (promotion versus prevention focus) and when the regulatory fit effects exist. Design/methodology/approach Three experimental studies were conducted to test… Show more

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Cited by 2 publications
(3 citation statements)
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“…When perceived fit is realized, it significantly increases their interest and intentions to meet the intended goal (Choi et al, 2022; Florack & Scarabis, 2006). Previous research showed that regulatory fit influences online shopping behavior, product evaluation, social media engagement, brand associations, co‐creation and co‐production, and salesperson performance (Fazeli et al, 2020; Jia et al, 2022; Li et al, 2021; Septianto & Mathmann, 2023). Furthermore, researchers demonstrated that situational factors, from product design to organizational climate, can modify regulatory fit.…”
Section: Theoretical Backgroundmentioning
confidence: 99%
See 1 more Smart Citation
“…When perceived fit is realized, it significantly increases their interest and intentions to meet the intended goal (Choi et al, 2022; Florack & Scarabis, 2006). Previous research showed that regulatory fit influences online shopping behavior, product evaluation, social media engagement, brand associations, co‐creation and co‐production, and salesperson performance (Fazeli et al, 2020; Jia et al, 2022; Li et al, 2021; Septianto & Mathmann, 2023). Furthermore, researchers demonstrated that situational factors, from product design to organizational climate, can modify regulatory fit.…”
Section: Theoretical Backgroundmentioning
confidence: 99%
“…Fazeli et al (2020) demonstrated that regulatory fit influences online luxury purchase intentions. Li et al (2021) showed that regulatory fit resulting from matching customer–employee relationship with regulatory focus of service appeals influence their service purchase intentions. Habitzreuter and Koenigstorfer (2021) found that regulatory fit positively influences perceived philanthropy‐driven motives for sponsorship.…”
Section: Hypothesis Developmentmentioning
confidence: 99%
“…For example, a teacher role likely is optimal if the customer expresses clear acceptance that the FLE possesses greater expertise. By initiating a tutoring-oriented screen-sharing process, the FLE in this role might stimulate positive instrumental benefits for customers (Li et al , 2021). But if the customer expresses a symmetrical status perception, FLEs should adopt a peer role, emphasising a more balanced and carefully negotiated social coproduction service process (Wang et al , 2020).…”
Section: Theoretical and Managerial Implicationsmentioning
confidence: 99%