Analyzing The Affects Of Experiential Value Dimensions On Customers’ Extra-Role Behavior

Abstract

The affects of experiential value on customers' in-role behavior have widely been investigated in the past literature. However, there is a dearth of studies discussing the affects of experiential value dimensions (aesthetic value, customer return on investment playfulness, and service excellence) on customers' extrarole behavior like customers' citizenship behavior. The current paper aimed to overcome this gap by examining the affects of aesthetic value, customer return on investment, playfulness and service excellence on customers' citizenship behavior in hypermarkets retailing. The data were collected from 800 customers of Malaysian hypermarket. The data were analyzed through Covariance Based Structural EquationModeling (CB-SEM). The results revealed that aesthetic value and service excellence positively influenced customers' citizenship behavior. Contrary to it, the customers' return on investment and playfulness did not influence the customers' citizenship behavior. The findings showed that the customer possessed citizenship behavior in response to reactive values of hypermarkets. In contrast, the customers did not possess citizenship behavior in response to the active values of the hypermarkets. It is suggested that the hypermarket managers need to find out the ways to develop customers' citizenship behavior based on active value.

Building a Hierarchical Enablers Framework for Service Business Model Innovation for Sustainable Performance: Evidence from Ghana’s Electricity Sector

“…[96] posited that experiential satisfaction and value positively influence trust in the service provider, which encourages customer patronage of the value offering. In addition, ensuring a heightened state of customers' experiential value by prioritizing service excellence and customers' aesthetic feelings enables value capture innovation [97]. Firms must prioritize differentiation and increase perceived benefits beyond functional attributes to entice consumers to pay a higher price, thus capturing more value [98] and contributing to its overall economic sustainability.…”