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Does Raising Value Co-creation Increase All Customers’ Happiness?

Yi-Ching Hsieh (), Hung-Chang Chiu (), Yun-Chia Tang () and Wei-Yun Lin ()
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Yi-Ching Hsieh: National Central University
Hung-Chang Chiu: National Tsing Hua University
Yun-Chia Tang: National Tsing Hua University
Wei-Yun Lin: National Central University

Journal of Business Ethics, 2018, vol. 152, issue 4, 1053-1067

Abstract: Abstract Happiness, defined as a state of well-being and contentment, is a central human goal. Despite advances in customer behavior research related to value co-creation, the link between customer happiness and these behaviors remains unclear. This study therefore examines customers’ in-role participation behavior and extra-role citizenship behavior to determine their influence on customers’ happiness. Customer participation and citizenship behaviors relate positively to customers’ perceptions of both service performance and their contributions to others’ welfare. In addition, collectivism moderates the relationship between perceived contributions to others’ welfare and happiness; individualism instead moderates the relationship between perceived service performance and happiness. These findings provide both managerial implications and directions for business marketing ethics.

Keywords: Co-creation; Customer participation behavior; Customer citizenship behavior; Happiness; Well-being; Individualism; Collectivism (search for similar items in EconPapers)
Date: 2018
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Handle: RePEc:kap:jbuset:v:152:y:2018:i:4:d:10.1007_s10551-016-3293-5