Customer participation behavior in high- versus low-contact services : the multiple roles of customer trust

Authors

Ling Yee, Esther LI, Department of Marketing and International Business, Lingnan University, Hong Kong
Shaw Ching, Ben LIU, Department of Marketing and Advertising, Lender School of Business Center, Quinnipiac University, United States
T. K., Sherriff LUK, School of Marketing and Logistics Management, Nanjing University of Finance and Economics, China

Document Type

Journal article

Source Publication

Journal of Global Marketing

Publication Date

1-1-2017

Volume

30

Issue

5

First Page

322

Last Page

341

Publisher

Routledge

Keywords

Co-creation, co-delivery, co-design, customer participation, service context, trust in brand, trust in frontline personnel

Abstract

In light of the changing roles of customers from service co-producer to value co-creator, the customer participation literature has conceptualized two types of participation behavior: co-production and value co-creation. However, there is a dearth of knowledge concerning both the antecedents of customer co-creation behavior and the outcomes of such behavior in relation to customer-perceived value and loyalty. Anchored in the trust-commitment theory, the present research (a) examines the effect of how a customer's trust in the service personnel could affect his/her cooperative behavior over the service design and delivery processes; and (b) investigates how the potential impact of a customer's trust in service personnel on his/her co-design and co-delivery behavior could be made contingent upon the customer's trust in the service brand and the types of high- versus low-customer-contact service contexts. Filling the aforementioned research gaps, the present research contributes to advance our knowledge of the roles played by trust at different levels of analysis in facilitating customer participation behavior and improving our appreciation of the customer contact service contexts when designing the service organization for maximizing service value and sustaining brand loyalty over time.

DOI

10.1080/08911762.2017.1343886

Print ISSN

08911762

E-ISSN

15286975

Publisher Statement

Copyright © 2017 Taylor & Francis Group, LLC. Access to external full text or publisher's version may require subscription.

Full-text Version

Publisher’s Version

Language

English

Recommended Citation

Li, E. L.-Y., Liu, B. S.-C., & Luk, S. T. K. (2017). Customer participation behavior in high- versus low-contact services: The multiple roles of customer trust. Journal of Global Marketing, 30(5), 322-341. doi: 10.1080/08911762.2017.1343886