locus of control; oproduction; customer participation
Abstract :
[en] Customer coproduction is highly relevant for service firms and has attracted significant academic attention. Whereas prior research has addressed several drivers of customer coproduction behavior, such as motivation, ability, or knowledge, it has hardly addressed the role of customer control beliefs or their drivers. This research proposes that specific beliefs about the service locus of control (SLOC) influence coproduction behaviors and that SLOC beliefs themselves depend on customers’ prior comparable reinforcement experiences and the socialization activities of the service provider. The test of the proposed model includes 2,679 customers of a service firm that provides health-related strength training, a context that relies heavily on coproduction. The results show that SLOC beliefs, especially customers’ internal SLOC, drive coproduction. Service providers can influence internal SLOC with organizational socialization activities, particularly when the customer possesses prior experience with the service provider. Prior comparable reinforcement experiences are less relevant drivers though, which emphasizes the importance of proactive, repeated socialization activities by service providers.
Disciplines :
Marketing
Author, co-author :
Büttgen, Marion; Universität Hohenheim
Schumann, Jan; Technische Universität München - TUM
Ates, Zelal ; Université de Liège - ULiège > HEC-Ecole de gestion : UER > Marketing et intelligence stratégique
Language :
English
Title :
Service Locus of Control and Customer Coproduction: The Role of Prior Service Experience and Organizational Socialization
Publication date :
2012
Journal title :
Journal of Service Research
ISSN :
1094-6705
eISSN :
1552-7379
Publisher :
SAGE Publications, New York, United States - New York
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