Sense and sensibility, or feelings as an antecedent of costumer participation in services

Raisons et sentiments, ou les émotions comme antécédent de la participation client en services

Lionel Nicod () and Sylvie Llosa ()
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Lionel Nicod: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Sylvie Llosa: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: Companies develop customer participation in services design to increase their profitability. However, as partial employees, customers may not participate correctly and they generate new costs if they are not motivated. Authors consider motivation as the result of a rational process : customers attempt to maximize their benefits and to minimize their costs. Founding on a quantitative study with 436 respondents this research contributes to identify a second motivational path based on emotions to motivate customers to participate correctly. This path appears when experienced situation is different than expected situation. So depending on experienced situation and motivational paths that are stimulated, companies should propose different responses to customers.

Keywords: Participation; rational motivation; emotions; Participation; motivation rationnelle; émotions. (search for similar items in EconPapers)
Date: 2016-05-18
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Published in Congrès international de l'Association Française du Marketing, May 2016, Lyon, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01413674

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