Does Customer Value Creation Behavior Drive Customer Well-being?

Abstract

To address the potential ambivalent effects of customer value creation behavior (CVCB) in a service setting, we developed a theoretical model identifying separate psychological mechanisms that account for both positive and negative effects of CVCB on customer outcomes, such as customer value and customer well-being. Participants comprised 103 business customer–supplier dyads. The results show that CVCB enhanced customer outcomes through the intermediate mechanism of customer self-determination, but hindered customer outcomes by generating customer role stress. In addition, the results indicate that relationship quality moderates the effect of CVCB on customer self-determination and role stress, thus channeling its effect in either a positive or a negative direction. The results offer insight into the mixed findings on customer behavior in the service literature.

Customer participation and well-being: the roles of service experience, customer empowerment and social support

“…While prior research showed a positive direct relationship between customer participation and well-being for other service categories (e.g. Gong et al , 2016; Hsieh et al , 2018; Sweeney et al , 2015), the findings did not reveal the underlying mechanism and thus may not fully reflect the nature of mental stimulus processing services. In particular, mental stimulus processing involves intangible actions to customers' minds rather than their bodies or financial assets.…”

“…Anderson et al (2013) posited that life satisfaction, positive affect and the absence of negative affect are key aspects of hedonic well-being. In line with this view, prior empirical research has demonstrated the influence of services on financial well-being (Guo et al , 2013; Losada-Otalora et al , 2018; Mende and van Doorn, 2015), quality of life (Gong et al , 2016; Sweeney et al , 2015) and happiness (Hsieh et al , 2018). Financial well-being is related to the customers' economic self-sufficiency, quality of life is a cognitive judgment of the customer's life situation and happiness reflects the affective aspects of well-being.…”

“…the customer, the firm's customer empowerment practice and social support) on how customer participation influences their service experience and subsequent eudaimonic well-being advances our current understanding of transformative service research (Anderson and Ostrom, 2015). Notwithstanding recent research showing a positive link between customer participation and well-being (Gong et al , 2016; Hsieh et al , 2018), it is important to better understand the influence of contextual features, multiple actors and the psychological mechanism underlying the effect of services on well-being (Anderson and Ostrom, 2015). Specifically, the present research study examines how customer empowerment and social support moderate the effect of customer participation on their service experience and subsequent well-being.…”

“…Second, while prior TSR has operationalized well-being in terms of financial well-being (Guo et al , 2013; Losada-Otalora et al , 2018; Mende and van Doorn, 2015), quality of life (Gong et al , 2016; Sweeney et al , 2015) and happiness (Hsieh et al , 2018), such measures pertain to hedonic well-being, focusing on life satisfaction, pleasure and happiness (Kahneman et al , 1999; Ryan and Deci, 2001). In contrast, the present research study examines the psychological and social aspects of well-being, also known as eudaimonic well-being (Ryan and Deci, 2001; Sharma et al , 2017), which has received relatively little attention.…”

Investigating the role of business marketing techniques in sales process

“…The reason behind this is to create a motivation for consumers' need, loyalty and profitability. Gong et al (2016) show and confirmed that the consumer is indeed a value maker. Their study was based on the value itself, the wishes of the consumer and the quality of the relationship between consumer and supplier.…”