The effects of customer participation on customer citizenship behaviour : the mediating role of interpersonal attraction and its boundary conditions

Pao Yue-kong Library Electronic Theses Database

The effects of customer participation on customer citizenship behaviour : the mediating role of interpersonal attraction and its boundary conditions

 

Author: Chu, Kwan Siu Candace
Title: The effects of customer participation on customer citizenship behaviour : the mediating role of interpersonal attraction and its boundary conditions
Degree: D.B.A.
Year: 2015
Subject: Consumers -- Attitudes.
Service industries workers -- Relations with consumers.
Hong Kong Polytechnic University -- Dissertations
Department: Faculty of Business
Pages: vii, 147 pages : illustrations ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2890551
URI: http://theses.lib.polyu.edu.hk/handle/200/8452
Abstract: Acknowledgement of customer participation in the service delivery process is especially important in today's service-dominant logic for marketing. Customers are given opportunities to participate in the service delivery process and to coproduce a service along with employees of the service provider. Given the close interactions between customers and employees in the service delivery process, this study examined the role of interpersonal attraction in mediating the impact of customer participation on an important consumer behavioural outcome: customer citizenship behaviour. This endeavour helped fill a gap in the services marketing literature by linking interpersonal attraction with customer participation and customer citizenship behaviour, which have been scantly researched despite their foremost importance to the long-term survival of service firms. Furthermore, two boundary conditions involved in altering the impact of customer participation on interpersonal attraction-shared interpersonal similarity and the coproduction task outcome were proposed as the focal moderating variables of the conceptual model in this study.Using a survey approach and data collected from the customer-designer dyad of an interior design institute, I found evidence supporting a majority of the hypothesised relationships, including the main effects of customer participation and interpersonal attraction, and the mediating effect of interpersonal attraction on the relationship between customer participation and customer citizenship behaviour. A high degree of shared interpersonal similarity was revealed to positively moderate the impact of customer participation on interpersonal attraction. Furthermore, the better-than-expected coproduction task outcome moderated the positive effect of shared interpersonal similarity on customer participation. This study was grounded in the services marketing and social psychology literature. It represents an initial attempt to examine how customer participation influences interpersonal attraction and its impact on customer citizenship behaviour, an outcome crucial to the business growth and long-term survival of service firms. Its findings are important for management to consider, as achieving a higher level of interpersonal attraction requires employees who share a high degree of similarity with customers to provide a high-quality task outcome.

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