Abstract
Purpose: This study aims to use the framework of customer dominant logic to explore the mediating role of service co-creation on the relationships between customer involvement and perceived service performance and between customer involvement and word-of-mouth (WOM). It also investigates the moderating role of customer relational-motivational orientation on the relationship between customer involvement and service co-creation. Design/methodology/approach: A questionnaire survey was conducted to collect responses from 289 Hong Kong's customers in different service settings. Structural equation modeling was used to test the proposed research model. Findings: The results of structural equation modeling showed that the freedom of co-creation and the degree of collaboration fully mediated the effect of customer involvement on perceived service performance and WOM. Additionally, relational-motivational orientation moderated the relationships between customer involvement and the freedom of co-creation and between customer involvement and the degree of collaboration. Practical implications: This research provides implications to managers on how to facilitate an environment that stimulates customer co-creation. Customer-contact employees must be trained with the necessary interpersonal skills to serve customers with different levels of relational-motivational orientation. Originality/value: The study is one of the first to identify customer involvement as a key antecedent of service co-creation attributes and the moderating role of relational-motivational orientation on the relationships between customer involvement and service co-creation attributes.
Original language | English |
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Pages (from-to) | 1014-1032 |
Number of pages | 19 |
Journal | Asia Pacific Journal of Marketing and Logistics |
Volume | 33 |
Issue number | 4 |
DOIs | |
Publication status | Published - 18 Mar 2021 |
Keywords
- Customer involvement
- Customer-dominant logic
- Perceived service performance
- Service co-creation
- Word-of-mouth