The effects of customer involvement on perceived service performance and word-of-mouth: the mediating role of service co-creation

Cheung, Millissa F.Y.; To, Wai Ming

doi:10.1108/apjml-04-2020-0221

Cited by 32 publications

(19 citation statements)

References 68 publications

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“…Ballantyne and Varey [57] highlighted the role of customer co-creation in helping firms understand how to satisfy customers, promoting long-term relationships and loyalty. Previous studies indicate that customer cooperation with companies in value co-creation is more effective in initiating positive WOM [58]. In HE, when students join in co-creating value, institutions and students have improved interactions, creating an educational experience that genuinely satisfies the students' need in two ways: learning services (e.g., study programs, syllabi, examinations) and student services (e.g., administrator services, students support services, university facility services, and library facilities) [20].…”

Section: Hypothesis 2 (H2) Co-creating Value Has a Positive Effect On University Imagementioning

confidence: 99%

The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

2021

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This study examines the role of student co-creation behavior in contributing to student satisfaction, perceived university image, and student positive word of mouth (WOM). Using a sample of 513 students from a Taiwanese university and conducting partial least squares structural equation modeling, the findings indicate that co-creating value is critical to student satisfaction, university image, and positive WOM. The results also show the effect of student satisfaction and university image on student positive WOM. This study confirms the pivotal role of student participation in co-creating value in enhancing satisfaction with the university experience, creating and sustaining a positive image, and building the credibility of the university. This research is particularly important to higher education institutions because it has practical implications for decision-makers, brand managers, and HE marketers who wish to improve understanding of the relationship between the university and students in the process of co-creating value and its outcomes.

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Section: Hypothesis 2 (H2) Co-creating Value Has a Positive Effect On University Imagementioning

confidence: 99%

The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

2021

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“…Last, evidence is observed for H3a on the role of customer involvement as an enhancer for the association of organizational green EO with employee green creativity, as well as for H3b vis-à-vis the potential of customer involvement in fortifying the link of green creativity to green service innovation perceptions. While the direct connection of customer involvement with service innovation or service performance has been unpacked in some empirical works such as Cheung and To (2020) and Xie et al (2021), the interactions of customer involvement with organizational factors such as green EO as well as with employee factors such as employee green creativity have been hardly unfolded. This inquiry hence enriches the hospitality management literature by identifying customer involvement as a moderator that interacts with both organizational and individual factors.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

Fostering green service innovation perceptions through green entrepreneurial orientation: the roles of employee green creativity and customer involvement

Luu

2022

IJCHM

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Purpose Developing new green services is critical to a hospitality organization’s achievement of sustainable goals as well as competitive advantage. This study aims to unravel the mechanisms through which organizations with green entrepreneurial orientation (green EO) can foster green service innovation. Design/methodology/approach The data set for testing these mechanisms was garnered from employees and managers who worked in hotels based in an Asia-Pacific market. A multilevel analysis was conducted on this data set. Findings The results revealed the positive nexus between organizational green EO and green service innovation perceptions. The results of the study further lent credence to employee green creativity as a mediation path for such a relationship. Furthermore, customer involvement was found to fortify the linkage of green EO with employee green creativity and the linkage of employee green creativity with green service innovation perceptions. Practical implications The results suggest to hotel organizations how to optimally translate their green entrepreneurial strategy into new green services that meet customer preferences and societal expectations. Originality/value This inquiry extends the hospitality management literature by linking green EO to green service innovation of hospitality organizations as well as identifying the mediation and moderation mechanisms underlying this link.

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“…Customer involvement for product development and service improvement enables the firms to develop products or services with improved functionalities and features. It can help to modify the designing of the product to optimise costs or develop and design products or services that meets the special requirements of the customers and solve the problems of the customers to a great extent (Alalwan et al 2017;Cheung and To 2020;Dwivedi et al 2020a, b;Lowe et al 2019;Rathore et al 2016;Windasari et al 2021). Customers' involvement in the service and production activities of firms is not a new concept (Bendapudi et al 1996).…”

Section: Introductionmentioning

confidence: 99%

Assessing Consumers’ Co‐production and Future Participation On Value Co‐creation and Business Benefit: an F-P-C-B Model Perspective

2021

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Co-production and active participation of the consumers are considered to have enhanced the value co-creation activities that would ensure business benefits of a firm. The marketing literature available does not explicitly explain the philosophy that would motivate the consumers to help to increase values for co-creation activities. In this context, attempts have been made to identify the factors that would impact on co-production and consumers’ participation to co-create values. By studying literature and theories such as theory of co-creation, theory of value creation, information processing theory, marketing theory and expectancy value theory, a conceptual model called F-P-C-B (Future Participation (F) - Co-production (P) - Co-creation (C) - Business Benefit (B)) has been developed along with nine hypotheses. The data was from 362 respondents in India and the model was tested using PLS based analysis. The study shows that it is important for the firms to shift from product-oriented activities to customer-related strategies. It is also found that for obtaining more profitability and better business results, customers should be involved in business activities by way of involving in co-design, idea generation, and other relevant activities of the firms. Moreover, the study highlights that knowledge sharing between the customers and the firm authorities ensures better business values.

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The effects of customer involvement on perceived service performance and word-of-mouth: the mediating role of service co-creation

Cited by 32 publications

References 68 publications

The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

Fostering green service innovation perceptions through green entrepreneurial orientation: the roles of employee green creativity and customer involvement

Assessing Consumers’ Co‐production and Future Participation On Value Co‐creation and Business Benefit: an F-P-C-B Model Perspective

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