Customer Participation: Mandatory or Voluntary Behaviour?

Authors

  • Ida Ercsey Széchenyi István University

DOI:

https://doi.org/10.18096/TMP.2016.01.04

Keywords:

value co-creation, consumer participation behaviour, consumer citizenship behaviour, Generations Y and X

Abstract

Service providers need to develop a competitive advantage in the market. One strategy is value co-creation, which means a mutual creation of value and experience. Two types of the customer value co-creation behavior have been identified; consumer participation behaviour and consumer citizenship behaviour. In our research we conducted a survey with two generation groups. We applied factor analyses and determined the factors of customer participation and citizenship behaviour. The findings can be used to identify the level of consumer value co-creation and to segment the service market.

Author Biography

Ida Ercsey, Széchenyi István University

Associate Professor

References

ANDREU, L., SÁNCHEZ, I. & MELE, C. (2010): Value co-creation among retailers and consumers: New insights into the furniture market. Journal of Retailing and Consumer Services, 17(4), 241–250. http://dx.doi.org/10.1016/j.jretconser.2010.02.001

BETTENCOURT, L. A. (1997): Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73, 383–406. http://dx.doi.org/10.1016/S0022-4359(97)90024-5

BOVE, L. L., PERVAN, S. J., BEATTY, S. E. & SHIU, E. (2008): Service worker role in encouraging customer organizational citizenship behaviours. Journal of Business Research, 62, 698–705. http://dx.doi.org/10.1016/j.jbusres.2008.07.003

CERMAK, D. S. P., FILE, K. M. & PRINCE, R. A. (1994): Customer participation in service specification and delivery. Journal of Applied Business Research, 10(2), 90–97. http://dx.doi.org/10.19030/jabr.v10i2.5942

CHAN, J. K. L. (2009): The consumption of museum service experiences: benefits and value of museum experiences. Journal of Hospitality Marketing and Management, 18(2-3), 173-196. http://dx.doi.org/10.1080/19368620802590209

CHEN, S. C. & RAAB, C. (2014): Construction and validation of the customer participation scale. Journal of Hospitality Tourism Research, 13 March, 1-23. http://dx.doi.org/10.1177/1096348014525631

DELLANDE, S., GILLY, M. C., GRAHAM, J. L. (2004): Gaining compliance and losing weight: The role of the service provider in health care services. The Journal of Marketing, 68, 78–91. http://dx.doi.org/10.1177/1094670512442806

DURUGBO, C. & PAWAR, K. (2014): A unified model of the co-creation process. Expert Systems with Applications, 41(9), 4373-4387. http://dx.doi.org/10.1016/j.eswa.2014.01.007

ENNEW, C. T. & BINKS, M. R. (1999): Impact of participative service relationships on quality, satisfaction and retention: An exploratory study. Journal of Business Research, 46(2), 121–132. http://dx.doi.org/10.1016/S0148-2963(98)00016-2

ERCSEY, I. & PLATZ, P. (2015): Fogyasztói magatartás vizsgálata a közös értékteremtés tükrében, [Examination of consumer behaviour in the light of co-creation value] Az Egyesület a Marketing Oktatásért és Kutatásért XXI. Országos Konferenciájának tanulmánykötete, Marketing hálózaton innen és túl, Budapesti Műszaki és Gazdaságtudományi Egyetem, Menedzsment és Vállalatgazdaságtan Tanszék, Budapest, 2015.08.27-28., 113-124.

ERCSEY, I. (2014): Közös az értékteremtés a kulturális szektorban? [Is creation value co-creation value in the cultural sector?] Marketing & Menedzsment, Pécs, XLVIII. évfolyam, (3), 36-46.

FANG, E., PALMATIER, R.W. & EVANS, K.R. (2008): Influence of Customer Participation on Creating and Sharing New Product Value, Journal of the Academy of Marketing Science, 36, 322-336. http://dx.doi.org/10.1007/s11747-007-0082-9

FUJIOKA, Y. (2009): A consideration of the process of co-creation of value with customers. Artificial Life and Robotics, 14, 101–103. http://dx.doi.org/10.1007/s10015-009-0732-8

GEBAUER, H., JOHNSON, M. & ENQUIST, B. (2010): Value co-creation as a determinant of success in public transport services: A study of the Swiss Federal Railway operator (SBB). Managing Service Quality, 20(6), 511–530. http://dx.doi.org/10.1108/09604521011092866

GENTILE, C., SPILLER, N. & NOCI, G. (2007): How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25, 395–410. http://dx.doi.org/10.1016/j.emj.2007.08.005

GILL, L., WHITE, L., & CAMERON, I. D. (2011): Service co-creation in community-based aged healthcare. Managing Service Quality, 21, 152-177. http://dx.doi.org/ 10.1108/09604521111113447

GROTH, M. (2005): Customers as good soldiers: Examining citizenship behaviours in internet service deliveries. Journal of Management, 31(1), 7–27. http://dx.doi.org/10.1177/0149206304271375

GROTH, M., MERTENS, D. P. & MURPHY, R. O. (2004): Customers as good soldiers: Extending organizational citizenship behaviour research to the customer domain. In D. L. Turnipseed (Ed.), Handbook of Organizational Citizenship Behaviour, 411–430. Hauppauge, NY: Nova Science Publishers.

GRÖNROOS, C. (2008): Service logic revisited: Who creates value? And who cocreates? European Business Review, 20, 298–314. http://dx.doi.org/10.1108/09555340810886585

GRÖNROOS C. & VOIMA, P. (2013): Critical service logic: Making sense of value creation and cocreation. Journal of the Academy of Marketing Science, 41(2), 133–50. http://dx.doi.org/10.1007/s11747-012-0308-3

HESKETT, J. L., SASSER, W. E. & HART, C.W. L. (1990): Breakthrough Service. The Free Press, New York, NY.

HILTON, T. (2008): Leveraging Operant resources of consumers: improving consumer experience or productivity? Marketing Review, 8(4), 359-366. http://dx.doi.org/10.1362/146934708X378631

HUTTER, K., HAUTZ, J., FUELLER, J., MUELLER, J. & MATZLER, K. (2011): Communitition: The tension between competition and collaboration in community-based design contests. Creativity and Innovation Management, 20(1), 3–21. http://dx.doi.org/10.1111/j.1467-8691.2011.00589.x

KEAVENEY, S. M. (1995): Customer switching behaviour in service industries: An exploratory study. Journal of Marketing, 59(2), 71–82. http://dx.doi.org/10.2307/1252074

KELLEY, S. W., DONNELLY, J. H. & SKINNER, S. J. (1990): Customer participation in service production and delivery. Journal of Retailing, 66(3), 315–335.

LENGNICK-HALL, C. A. (1996): Customer contributions to quality: A different view of the customer-oriented firm. The Academy of Management Review, 21(3), 791–824. http://www.jstor.org/stable/259002

MALHOTRA, N. K. (2009): Marketing Research: An Applied Orientation (6th Edition). Pearson. New Yersey

McCOLL-KENNEDY, J. R., VARGO, S. L., DAGGER, T. S., SWEENEY, J. C. &VAN KASTEREN, J. (2012): Health care customer value cocreation practice styles, Journal of Service Research, http://dx.doi.org/10.1177/1094670512442806

MORRISON, E. W. (1993): Newcomer information seeking: Exploring types, modes, sources, and outcomes. The Academy of Management Journal, 36(3), 557–589. NEGHINA C., CANIËLS M. C. J., BLOEMER J. M. M. & VAN BIRGELEN M. J. H. (2014): Value co-creation in service interactions: Dimensions and antecedents. Marketing Theory, 10, 1-22. http://dx.doi.org/10.1177/1470593114552580

OH, L. B. & TEO, H. H. (2010): Consumer value co-creation in a hybrid commerce service-delivery system. International Journal of Electronic Commerce, 14, pp. 35–62. http://dx.doi.org/10.2753/JEC1086-4415140303

PLATZ, P. & VERES, Z. (2014): Understanding consumer preference biases. Journal of Applied Economics and Business, 2(1). 105-119.

PRAHALAD, C. K. & RAMASWAMY, V. (2004): Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18, 5-14. http://dx.doi.org/10.1002/dir.20015

PREBENSEN, N. K. & FOSS, L. (2011): Coping and co-creating in tourist experiences. International Journal of Tourism Research, 13, 54–67. http://dx.doi.org/10.1002/jtr.799

RANDALL, W. S., GRAVIER, M. J. & PRYBUTOK, V. R. (2011): Connection, trust, and commitment: dimensions of co-creation? Journal of Strategic Marketing, 19 (1), 3-24. http://dx.doi.org/10.1080/0965254X.2010.537760

REVILLA-CAMACHO, M. A., VEGA, VÁZQUEZ, M., COSSIO-SILVA, F. J. (2015): Customer participation and citizenship behaviour effects on turnover intention, Journal of Business Research, 68(7), 1-5. http://dx.doi.org/10.1016/j.jbusres.2015.02.004

ROSENBAUM, M. S. & MASSIAH, C. A. (2007): When customers receive support from other customers: Exploring the influence of intercustomer social support on customer voluntary performance. Journal of Service Research, 9(3), 257–270. http://dx.doi.org/ 10.1177/1094670506295851

TYNAN, C., MCKECHNIE, S., & CHHUON, C. (2010): Co-creating value for luxury brands. Journal of Business Research, 63, 1156–1163. http://dx.doi.org/10.1016/j.jbusres.2009.10.012

UEDA, K., TAKENAKA, T. & FUJITA, K. (2008): Toward value co-creation in manufacturing and servicing. CIRP, Journal of Manufacturing Science and Technology, 1(1), 53-58. http://dx.doi.org/10.1016/j.cirpj.2008.06.007

VARGO, S. L. & LUSCH, R. F. (2004): Evolving to a new dominant logic for marketing. Journal of Marketing, 68, 1–17. DOI: http://dx.doi.org/10.1509/jmkg.68.1.1.24036

VARGO, S. L. & LUSCH, R. F. (2008): Service-Dominant Logic: Continuing the Evolution. Journal of the Academy of Marketing Science, 36(1), 1-10. http://dx.doi.org/10.1007/s11747-007-0069-6

VARGO, S. L., MAGLIO, P. P. & AKAKA, M. A. (2008): On value and value co-creation: A service systems and service logic perspective. European Management Journal, 26, 145–152. http://dx.doi.org/10.1016/j.emj.2008.04.003

YI, Y. & GONG, T. (2013): Customer value co-creation behaviour: scale development and validation. Journal of Business Research, 66, 1279–1284. http://dx.doi.org/10.1016/j.jbusres.2012.02.026

YI, Y. & GONG, T. (2008): If employees “go the extra mile”, do customers reciprocate with similar behaviour. Psychology and Marketing, 25(10), 961-986. http://dx.doi.org/10.1002/mar.20248

YI, Y., NATARAAJAN, R. & GONG, T. (2011): Customer participation and citizenship behavioural influences on employee performance, satisfaction, commitment, and turnover intention. Journal of Business Research, 64, 87–95. http://dx.doi.org/10.1016/j.jbusres.2009.12.007

ZHANG, X. & CHEN, R. (2008): Examining the mechanism of the value co-creation with customers. International Journal of Production Economics, 116, 242–250. http://dx.doi.org/10.1086/657605

Downloads

Published

2016-07-15

How to Cite

Ercsey, I. . (2016). Customer Participation: Mandatory or Voluntary Behaviour?. Theory, Methodology, Practice - Review of Business and Management, 12(01), 27–36. https://doi.org/10.18096/TMP.2016.01.04