Customer value creation really works? The mediating role of customer self-determination and role stress

Gong, Taeshik and Choi, Jin Nam and Murdy, Samantha (2014) Customer value creation really works? The mediating role of customer self-determination and role stress. In: 13th International Research Conference in Service Management, 2014-05-27 - 2014-05-30.

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Abstract

This article examines the mechanisms by which customer value creation in-role behavior and customer value creation extra-role behavior influence customer well-being. The results from a survey of 103 business customer-supplier dyads show that customer value creation in-role behavior and customer value creation extra-role behavior influence customer value through a process of customer self-determination and customer role stress, leading to an increase in customer value and, in turn, customer well-being. Moreover, the results show that relationship quality and interpersonal attraction moderate the influence of customer value creation behaviors on customer self-determination and customer role stress.

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