The effects of customer involvement on perceived service performance and word-of-mouth: the mediating role of service co-creation

Millissa F.Y. Cheung · Wai Ming To

38 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Service and Product Innovation Customer Service Quality and Loyalty Digital Marketing and Social Media

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.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 38 citations exist upstream.

References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 2003Evolving to a New Dominant Logic for Marketing 1970Back-Translation for Cross-Cultural Research 1977Estimating Nonresponse Bias in Mail Surveys 1977Estimating Nonresponse Bias in Mail Surveys 1985Measuring the Involvement Construct 2006Competing through service: Insights from service-dominant logic

Cited by

2021The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing 2022How does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique 2022Make every interaction count - assessing the role of customers’ self-construal on value co-creation at service encounters 2020The influence of service category, consumers' narcissism and processing mode on service customization consumption 2021How does group-buying website quality for social commerce affect repurchase intention? Evidence from Chinese online users

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.