Does customer value creation behavior drive customer well-being?

Taeshik Gong, Jin Nam Choi, Samantha Murdy

Research output: Contribution to journalArticle

4 Citations (Scopus)

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.
LanguageEnglish
Pages59-75
Number of pages17
JournalSocial Behaviour and Personality: An International Journal
Volume44
Issue number1
DOIs
Publication statusPublished - 1 Feb 2016

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Value creation
Well-being
Customer behavior
Customer value
Self-determination
Role stress
Relationship quality
Psychological
Dyads
Suppliers

Keywords

  • customer role stress
  • customer self determination
  • customer value
  • customer well bing

Cite this

Gong, Taeshik ; Choi, Jin Nam ; Murdy, Samantha. / Does customer value creation behavior drive customer well-being?. 2016 ; Vol. 44, No. 1. pp. 59-75.
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Does customer value creation behavior drive customer well-being? / Gong, Taeshik ; Choi, Jin Nam; Murdy, Samantha.

Vol. 44, No. 1, 01.02.2016, p. 59-75.

Research output: Contribution to journalArticle

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