Does customer value creation behavior drive customer well-being?

Taeshik Gong1, Jin Nam Choi2, Samantha Murdy3
1Division of Business Administration, College of Business and Economics , Hanyang University, Republic of Korea
2Graduate School of Business , Seoul National University, Republic of Korea
3Department of Marketing, University of Strathclyde, United Kingdom
Cite this article:  Gong, T., Choi, J. N., & Murdy, S. (2016). Does customer value creation behavior drive customer well-being? Social Behavior and Personality: An international journal, 44(1), 59-76.

Volume 44 Issue 1 | e4997 | Published: February 2016 | DOI: https://doi.org/10.2224/sbp.2016.44.1.59

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To address the potential ambivalent effects of customer value creation behavior (CVCB) in a service setting, we developed a theoretical model identifying separate psychological mechanisms that account for both positive and negative effects of CVCB on customer outcomes, such as customer value and customer well-being. Participants comprised 103 business customer–supplier dyads. The results show that CVCB enhanced customer outcomes through the intermediate mechanism of customer self-determination, but hindered customer outcomes by generating customer role stress. In addition, the results indicate that relationship quality moderates the effect of CVCB on customer self-determination and role stress, thus channeling its effect in either a positive or a negative direction. The results offer insight into the mixed findings on customer behavior in the service literature.

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