2019
DOI: 10.1002/mar.21190
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Abstract: This study identified economic, emotional, and relational value as outcomes of customer organizational citizenship behaviors (COCBs; Study 1: in‐depth interviews). Study 2 (filed survey) found that COCBs have the strongest impact on emotional value compared with economic and relational value. Economic, emotional, and relational value also lead to customer satisfaction. Specifically, the findings supported that emotional value asymmetrically influences customer satisfaction, whereas economic and relational valu… Show more

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Cited by 23 publications
(29 citation statements)
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“…It can be beneficially obtained in a way to improve service quality as proven on the empirical researches (Lai, 2014;Lemy et al, 2019;Lin et al, 2016;Nguyen-Phuoc et al, 2020). Furthermore, service quality that is defined as consumers' perceptions as well as expectations before receiving services and, the means by which services are provided simultaneously , has very strong influence on (Al-Hawari, 2011;Elias-Almeida et al, 2016;Torres & Kline, 2006) and the very close relationship (Choi et al, 2019;Kao et al, 2016;Wattanakamolchai et al, 2016) with customer delight which has been proved in some research literature (Ahrholdt et al, 2016;Joudeh & Dandis, 2018;Wang, 2011).…”
Section: Introductionmentioning
confidence: 91%
“…It can be beneficially obtained in a way to improve service quality as proven on the empirical researches (Lai, 2014;Lemy et al, 2019;Lin et al, 2016;Nguyen-Phuoc et al, 2020). Furthermore, service quality that is defined as consumers' perceptions as well as expectations before receiving services and, the means by which services are provided simultaneously , has very strong influence on (Al-Hawari, 2011;Elias-Almeida et al, 2016;Torres & Kline, 2006) and the very close relationship (Choi et al, 2019;Kao et al, 2016;Wattanakamolchai et al, 2016) with customer delight which has been proved in some research literature (Ahrholdt et al, 2016;Joudeh & Dandis, 2018;Wang, 2011).…”
Section: Introductionmentioning
confidence: 91%
“…improved service quality, customization and increased control) and relational value (i.e. senses of enhanced social status, relationship quality and affiliation) from service organizations (Chan et al , 2010; Dholakia et al , 2004; Choi et al , 2019). In addition to supplying customers with added value, CP may increase the number and intensity of touchpoints during face-to-face service encounters.…”
Section: Introductionmentioning
confidence: 99%
“…Social exchange is characterized as an exchange of intangible social costs and benefits (e.g., friendship and caring) through mutual commitment and trust among parties (Blau, 1964). In the service industry, social exchange theory explains that customers are more likely to participate in the social exchange relationships as they receive satisfactory services, fair treatment, and/or benefits from the service providers (Choi et al, 2019). This reciprocating behavior in the social exchange relationship has often been translated into customer co-creation behavior in the customer-driven marketing landscape, where consumers act as co-creators while marketers play the role of value co-creation facilitators (Lusch and Vargo, 2006; Payne et al, 2008).…”
Section: Literature Reviewmentioning
confidence: 99%