The purpose of this paper is to examine how customers derive value and switching costs from their own participation conditional on their perceived efficacy of themselves (self-efficacy) and their advisers (adviser-efficacy) in financial services.
Student interviewers approached customers exiting banks with a skip interval of two. The respondents received the questionnaire items translated into Chinese. The final survey sample consists of 220 respondents.
Empirical results confirm that customer participation influences switching costs through customer value. The synergistic effect of self-efficacy and adviser-efficacy moderates the relationships among customer participation, customer value and switching costs. The incongruent levels of self-efficacy and adviser-efficacy can increase customer value and switching costs.
This study looks beyond self-efficacy to demonstrate that the synergistic roles of self-efficacy and adviser-efficacy significantly influence the relationships among customer participation, customer value and switching costs.
The author sincerely appreciates the precious comments from the anonymous reviewers and the financial aid from the Ministry of Science and Technology, Taiwan (MOST 103-2410-H-151 -011).
Wang, C. (2019), "Customer participation and the roles of self-efficacy and adviser-efficacy", International Journal of Bank Marketing, Vol. 37 No. 1, pp. 241-257. https://doi.org/10.1108/IJBM-10-2017-0220Download as .RIS
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