Does customer value creation behavior drive customer well-being?
- Authors
- Gong, Taeshik; Choi, Jin Nam; Murdy, Samantha
- Issue Date
- Feb-2016
- Publisher
- SOC PERSONALITY RES INC
- Keywords
- customer value creation behavior; customer self-determination; customer role stress; customer value; customer well-being
- Citation
- SOCIAL BEHAVIOR AND PERSONALITY, v.44, no.1, pp.59 - 76
- Indexed
- SSCI
SCOPUS
- Journal Title
- SOCIAL BEHAVIOR AND PERSONALITY
- Volume
- 44
- Number
- 1
- Start Page
- 59
- End Page
- 76
- URI
- https://scholarworks.bwise.kr/erica/handle/2021.sw.erica/16026
- DOI
- 10.2224/sbp.2016.44.1.59
- ISSN
- 0301-2212
- Abstract
- To address the potential ambivalent effects of customer value creation behavior (CVCB) in a service setting, we developed a theoretical model identifying separate psychological mechanisms that account for both positive and negative effects of CVCB on customer outcomes, such as customer value and customer well-being. Participants comprised 103 business customer-supplier dyads. The results show that CVCB enhanced customer outcomes through the intermediate mechanism of customer self-determination, but hindered customer outcomes by generating customer role stress. In addition, the results indicate that relationship quality moderates the effect of CVCB on customer self-determination and role stress, thus channeling its effect in either a positive or a negative direction. The results offer insight into the mixed findings on customer behavior in the service literature.
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