This article examines the mechanisms by which customer value creation in-role behavior and customer value creation extra-role behavior influence customer well-being. The results from a survey of 103 business customer-supplier dyads show that customer value creation in-role behavior and customer value creation extra-role behavior influence customer value through a process of customer self-determination and customer role stress, leading to an increase in customer value and, in turn, customer well-being. Moreover, the results show that relationship quality and interpersonal attraction moderate the influence of customer value creation behaviors on customer self-determination and customer role stress.
|Publication status||Published - May 2014|
|Event||13th International Research Conference in Service Management - La Londe, France|
Duration: 27 May 2014 → 30 May 2014
|Conference||13th International Research Conference in Service Management|
|Period||27/05/14 → 30/05/14|
- customer value creation behaviour
- competitive advantage
- self-determination theory
- service-dominant logic
Gong, T., Choi, J. N., & Murdy, S. (2014). Customer value creation really works? The mediating role of customer self-determination and role stress. 13th International Research Conference in Service Management, La Londe, France.