Does Raising Value Co-creation Increase All Customers’ Happiness?

Yi Ching Hsieh, Hung Chang Chiu, Yun Chia Tang, Wei Yun Lin

Research output: Contribution to journalArticlepeer-review

52 Scopus citations


Happiness, defined as a state of well-being and contentment, is a central human goal. Despite advances in customer behavior research related to value co-creation, the link between customer happiness and these behaviors remains unclear. This study therefore examines customers’ in-role participation behavior and extra-role citizenship behavior to determine their influence on customers’ happiness. Customer participation and citizenship behaviors relate positively to customers’ perceptions of both service performance and their contributions to others’ welfare. In addition, collectivism moderates the relationship between perceived contributions to others’ welfare and happiness; individualism instead moderates the relationship between perceived service performance and happiness. These findings provide both managerial implications and directions for business marketing ethics.

Original languageEnglish
Pages (from-to)1053-1067
Number of pages15
JournalJournal of Business Ethics
Issue number4
StatePublished - 1 Nov 2018


  • Co-creation
  • Collectivism
  • Customer citizenship behavior
  • Customer participation behavior
  • Happiness
  • Individualism
  • Well-being


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