Does customer value creation behavior drive customer well-being?

Taeshik Gong, Jin Nam Choi, Samantha Murdy

Research output: Contribution to journalArticlepeer-review

14 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)59-75
Number of pages17
JournalSocial Behaviour and Personality: An International Journal
Issue number1
Publication statusPublished - 1 Feb 2016


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


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