Antecedents of mandatory customer participation in service encounters: An empirical study |
| |
| Institution: | 1. Hospitality and Tourism Program, Department of Human and Consumer Sciences, Ohio University, United States;2. William F. Harrah College of Hotel Administration, University of Nevada-Las Vegas, United States;1. Division of Engineering, Business, and Computing Penn State Berks Tulpehocken Road, P.O. Box 7009, Reading, PA 19610, United States;2. School of Hospitality & Tourism Management, Oklahoma State University, 365 Human Sciences, Stillwater, OK 74078, United States;3. The School of Hospitality Business, Broad College of Business, Michigan State University, 667 North Shaw Lane, East Lansing, MI 48824, United States;1. University of International Business and Economics, China;2. Beijing International Studies University, China;3. University of Minnesota Duluth, United States;1. Department of Management, Haworth College of Business, Western Michigan University, 600 Marion Ave., Kalamazoo, MI 49006, United States;2. Department of Marketing, Entrepreneurship and Innovation, Manning College of Business, University of Massachusetts Lowell, 1 University Ave., Lowell, MA 01854, United States;3. Department of Marketing and Entrepreneurship, Kent State University, PO Box 5190, Kent, OH 44242, United States;1. Department of Management Science, National Chiao Tung University, R.319, Management Building 1, 1001 University Road, Hsinchu 300, Taiwan;2. Department of Business Administration, National Central University, No.300, Jhongda Rd., Jhongli City, Taoyuan County 32001, Taiwan |
| |
| Abstract: | The literature on service quality and customer loyalty has long focused on enhancing the work of service providers. This study examined “the other side of the coin” in service co-production or value co-creation in service encounters by investigating how service providers might take a proactive approach to building relationships based on mandatory customer participation (MCP). The research evaluated how such antecedents as role clarity, self-efficacy, purchase importance, and servicescape could influence MCP. Path analysis revealed that these four factors significantly influenced different dimensions of MCP; which in turn had a significant impact on customer loyalty. Using these insights, managers could develop a strategic approach to managing customer roles in the service delivery process. This study adds to the body of knowledge on service quality by demonstrating empirically the determinants and structure of MCP and their relationships with customer loyalty in service co-production processes in a hospitality setting. |
| |
| Keywords: | Service quality Customer participation Role clarity Self-efficacy Purchase importance Loyalty |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
