Employee Motivation to Co-Create Value (EMCCV): Construction and Validation of Scale

Muhammad Amin, Amjad Shamim, Zulkipli Ghazali and Imran Khan

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: Value Co-Creation (VCC) is an emerging concept that has vast applications in theory and practice. Though previous research has provided enough insights on the customers' role in VCC, relatively less research exists on employee motivation to co-create value (EMCCV) with customers. Among other reasons for such less empirical investigations, one is the unavailability of measurement scale for EMCCV. Therefore, the drive of this study is to conceptualize, develop, and validate a scale to measure EMCCV. Drawing from the expectancy theory and adapting the standard scale development procedure, this study develops EMCCV as a higher-order construct that constitutes four dimensions namely professional identity, financial motives, recognition motives, and career opportunities motives measured by 17 items. The measurement scale is developed in the context of automotive service centers; however, it has a broader application on the frontliners of all service industries and can be adapted in other service-oriented contexts. The scale is tested in a theoretical framework and has provided sound reliability, convergent, discriminant, and nomological validity.

Keywords: Frontline employees; Motivation; Automotive service centers; Scale development; Value co-creation (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313424

DOI: 10.1016/j.jretconser.2020.102334

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