What is it about?
This study uses the framework of customer dominant logic to explore the mediating role of service co-creation on the relationships between customer involvement and perceived service performance and between customer involvement and word-of-mouth (WOM). It also investigates the moderating role of customer relational-motivational orientation on the relationship between customer involvement and service co-creation.
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Why is it important?
The study is one of the first to identify customer involvement as a key antecedent of service co-creation attributes and the moderating role of relational-motivational orientation on the relationships between customer involvement and service co-creation attributes. The study's findings provide implications to managers on how to facilitate an environment that stimulates customer co-creation. Customer-contact employees must be trained with the necessary interpersonal skills to serve customers with different levels of relational-motivational orientation.
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This page is a summary of: The effects of customer involvement on perceived service performance and word-of-mouth: the mediating role of service co-creation, Asia Pacific Journal of Marketing and Logistics, August 2020, Emerald, DOI: 10.1108/apjml-04-2020-0221.
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