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

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 participat...

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Bibliographic Details
Published in:Journal of business ethics 2018-11, Vol.152 (4), p.1053-1067
Main Authors: Hsieh, Yi-Ching, Chiu, Hung-Chang, Tang, Yun-Chia, Lin, Wei-Yun
Format: Article
Language:English
Subjects:
Behavior
Business and Management
Business Ethics
Citizenship
Collectivism
Consumer behavior
Customer relations
Customers
Education
Employee behavior
Ethics
Happiness
Individualism
Management
Marketing
Participation
Perceptions
Philosophy
Quality of Life Research
Quality of service
Welfare
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Summary: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.
ISSN:0167-4544
1573-0697
DOI:10.1007/s10551-016-3293-5