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2014/2015

Do task- and relation-oriented customers co-create a better quality of service? An empirical study of customer-dominant logic

Management Decision,2015,53(1):179-197*,
- IFR:Top 41.62% in Management
- IFR:Top 49.57% in Business

作者Fung Yi Millissa Cheung
Wai Ming To
摘要

Purpose – The purpose of this paper is to explore how task- and relation-oriented customers co-create high quality services with frontline employees from the perspective of customer-dominant (C-D) logic.

Design/methodology/approach – The authors reviewed the service management literature and identified a number of critical components that help service providers understand the psychology and behaviour of their customers, and how their customers perceive service encounters. The authors tested the theoretical model using a random survey sample of 707 consumers in Hong Kong.

Findings – The authors found that information sharing fully mediated the interactive effects of customer involvement and customer motivational orientation on customer perceived service quality and customer satisfaction. These findings support the C-D logic that customers as co-creators of value

play a dominant role in service encounters.

Research limitations/implications – The authors contribute to the existing management literature by identifying the importance of the C-D logic for service delivery and management. In particular, the involvement of customers with different motivational orientations through information sharing significantly affects customers’ perceived service quality and satisfaction.

Originality/value – The paper enhances the understanding of customer’s logic by exploring the conditions and process between customer involvement and service delivery. Further directions for theoretical and empirical research are suggested.


* With an impact factor among those of the top 41.62% of journals in Management, 49.57% of journals in Business

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