Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/5995
Title: Do customers and employees enjoy service participation? Synergistic effects of seif- and other-efficacy
Authors: Yim, CKB
Chan, KW 
Lam, SSK
Keywords: Customer participation
Value cocreation
Participation enjoymentes
Self-efficacy
Other-efficacy
Financial services
Issue Date: Nov-2012
Publisher: American Marketing Association
Source: Journal of marketing, Nov. 2012, v. 76, no. 6, p. 121-140 How to cite?
Journal: Journal of marketing 
Abstract: Extant research confirms the importance of value cocreation through customer participation (CP), but relatively little is known about whether and how it creates an enjoyable experience for customers and service employees and the consequential outcomes of this positive affective experience. This study applies the concept of flow as an overarching framework and draws theoretical support from social cognitive theory, particularly its extension (i.e., the conceptual model of relational efficacy beliefs), to examine how customers and employees derive enjoyment from CP conditional on their perceived efficacy of themselves (self-efficacy [SE]) and their partners (other-efficacy [OE]) in financial services. Empirical results from 223 client-financial adviser dyads confirm that participation enjoyment, in addition to economic and relational values, mediates the impact of CP on participants' satisfaction evaluations, with SE positively moderating CP's impact on participation enjoyment. The synergistic effect of SE and OE on participation enjoyment also differs for clients versus financial advisers: Even incongruent levels of SE and OE can enhance participation enjoyment as long as they help validate role expectations of the respective participants.
URI: http://hdl.handle.net/10397/5995
ISSN: 0022-2429
EISSN: 1547-7185
DOI: 10.1509/jm.11.0205
Rights: © 2012, American Marketing Association
The following article "Yim, C. K., Chan, K. W., & Lam, S. S. (2012). Do customers and employees enjoy service participation? Synergistic effects of self-and other-efficacy. Journal of Marketing, 76(6), 121-140." is available at http://dx.doi.org/10.1509/jm.11.0205
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