How does customer participation in service influence customer satisfaction? The mediating effects of role stressors
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 9 April 2019
Issue publication date: 25 April 2019
Abstract
Purpose
The purpose of this paper is to examine the impact of customer participation on role behaviors and customer satisfaction. The mediating role of role stressors is also examined.
Design/methodology/approach
Based on literature reviews, a survey of 317 bank customers was conducted in Central China, using a structured questionnaire. Structural equation modeling was used for data analysis to test research hypotheses.
Findings
The current work found that the inconsistency between the role expectations from participating customers and service providers would increase the customer perceived role stress. Therefore, customer participating width and depth can affect customer satisfaction in two different ways. On the one hand, role stressors (i.e. role ambiguity and role conflict) in customer participation have a negative effect on customer compliance, decreasing customer satisfaction. On the other hand, role stressors have a positive effect on customer creativity, increasing customer satisfaction.
Originality/value
No prior studies, thus far, have examined how customer perceived role stressors in service participation affect customers’ role performance and satisfaction in the service process. The current research identifies the characteristics of customer participation from the perspectives of task role set. On the basis of role stressor theory, this research examines the effects of customer participation width and depth on customer satisfaction using customer perceived role stressors as mediating variables. This research also investigates the mixed effect of role stressors on customer satisfaction. It provides empirical support for the role of customers as “co-creators” by distinguishing customers’ creative behaviors from customer compliance and finds the positive effect of role stressors on customer satisfaction via customer creativity.
Keywords
Acknowledgements
This work was supported by National Natural Science Foundation of China (Project Nos 71772141, 71872140, 71472142, 71472141, 71672053).
Citation
Jiang, Y., Xu, L., Cui, N., Zhang, H. and Yang, Z. (2019), "How does customer participation in service influence customer satisfaction? The mediating effects of role stressors", International Journal of Bank Marketing, Vol. 37 No. 3, pp. 691-710. https://doi.org/10.1108/IJBM-12-2017-0261
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited