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

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

研究成果: 雜誌貢獻期刊論文同行評審

52 引文 斯高帕斯(Scopus)

摘要

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.

原文???core.languages.en_GB???
頁(從 - 到)1053-1067
頁數15
期刊Journal of Business Ethics
152
發行號4
DOIs
出版狀態已出版 - 1 11月 2018

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