Value co-creation characteristics and creativity-oriented customer citizenship behavior

Taeshik Gong, Jin Nam Choi, Alan Wilson

Research output: Contribution to conferenceProceeding

Abstract

For the competitive advantage of service organization, it is important to improve the creative performance of human resources in the organization. For example, when employees perform creatively, in other words, if they generate novel and useful ideas, it will contribute to organizational competiveness. Therefore, there has been an increased focus in identifying its antecedents and consequences. Unfortunately, little is known about the creative performance of customers. According to service-centered dominant logic, customer is the value co-creator, it emphasizes co-opting customer involvement in the value creation process as an additional human resource. In addition, customers can be a valuable resource for service improvement efforts for firms. For instance, companies might benefit greatly from customer feedback and complaints regarding their offerings and can enhance their productivity in terms of quality and quantity.

In this paper, the type of novel, creative-oriented customer behaviors highlighted in the preceding paragraph are referred to as creativity-oriented customer citizenship behaviors (CCBs). In the customer value co-creation context, creative-oriented CCBs refer to extra-role efforts by customers with regards the development of ideas about products, practices, services, and procedures that are novel and potentially useful to a firm. According to the intrinsic motivation perspective, the context in which customers create values, influences their intrinsic motivation, which in turn affects creativity-oriented CCBs. The intrinsic motivation perspective suggests that high intrinsic motivation is affected by information from both task characteristics (i.e., autonomy) and social characteristics (e.g., supplier support). Specifically, complex and challenging task characteristics such as high levels of variety, identity, significance, autonomy, and feedback are expected to increase customer intrinsic motivation. Under these conditions, customers should increase the likelihood of creativity-oriented CCBs. Therefore, customers are expected to be most creative when they experience a high level of intrinsic motivation.

In contrast, complex and challenging task and social characteristics can have the opposite effect to customers. For example, in a high level of variety task, increased autonomy can lead to increased workload because they must take on related extra responsibilities and accountability. Increased workload, in turn, is expected to lead to decreased likelihood of creativity-oriented CCBs. Therefore, this study attempts to explore the impact of task characteristics and social characteristics on creativity-oriented CCBs. Furthermore, a substantial body of research has examined the possibility that creativity is affected by personal characteristics. As such, in addition to the relevant task and social characteristics, the moderating influence of several trait variables is also considered.

This article makes several contributions. First, this study investigates the trade-off effect of the customer value co-creation related task and social characteristics by examining the underlying opposing mechanism of motivation and work overload. Second, this research provides a deeper understanding of contingency factors that systematically strengthen the relationships under consideration. Third, this study may indicate that companies seek to promote the creativity of their industrial customers and should design the tasks and social characteristics of their industrial customers in a way that maximizes their creativity. But, companies should be aware of the negative impact of specific tasks and social characteristics that may minimize the creativity of industrial customers.
LanguageEnglish
Pages56-56
Number of pages2
Publication statusPublished - Jul 2013
Event2013 Frontiers in Service Conference - Taipei, Taiwan, Province of China
Duration: 4 Jul 20137 Jul 2013

Conference

Conference2013 Frontiers in Service Conference
CountryTaiwan, Province of China
CityTaipei
Period4/07/137/07/13

Fingerprint

Value co-creation
Citizenship behavior
Creativity
Intrinsic motivation
Customer value
Task characteristics
Autonomy
Workload
Creative performance
Human resources
Complaints
Service organization
Value creation
Competitive advantage
Customer involvement
Resources
Logic
Contingency factors
Service improvement
Employees

Keywords

  • co-creation characteristics
  • creativity-oriented
  • customer citizenship behavior

Cite this

Gong, T., Choi, J. N., & Wilson, A. (2013). Value co-creation characteristics and creativity-oriented customer citizenship behavior. 56-56. 2013 Frontiers in Service Conference, Taipei, Taiwan, Province of China.
Gong, Taeshik ; Choi, Jin Nam ; Wilson, Alan. / Value co-creation characteristics and creativity-oriented customer citizenship behavior. 2013 Frontiers in Service Conference, Taipei, Taiwan, Province of China.2 p.
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Gong, T, Choi, JN & Wilson, A 2013, 'Value co-creation characteristics and creativity-oriented customer citizenship behavior' 2013 Frontiers in Service Conference, Taipei, Taiwan, Province of China, 4/07/13 - 7/07/13, pp. 56-56.

Value co-creation characteristics and creativity-oriented customer citizenship behavior. / Gong, Taeshik; Choi, Jin Nam; Wilson, Alan.

2013. 56-56 2013 Frontiers in Service Conference, Taipei, Taiwan, Province of China.

Research output: Contribution to conferenceProceeding

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AU - Wilson, Alan

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Gong T, Choi JN, Wilson A. Value co-creation characteristics and creativity-oriented customer citizenship behavior. 2013. 2013 Frontiers in Service Conference, Taipei, Taiwan, Province of China.