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Do task- and relation-oriented customers co-create a better quality of service? : An empirical study of customer-dominant logic

Fung Yi Millissa Cheung (Department of Business Administration, Hong Kong Shue Yan University, Hong Kong, China)
Wai Ming To (School of Business, Macao Polytechnic Institute, Macao, China)

Management Decision

ISSN: 0025-1747

Article publication date: 9 February 2015

Abstract

Purpose

The purpose of this paper is to explore how task- and relation-oriented customers co-create high quality services with frontline employees from the perspective of customer-dominant (C-D) logic.

Design/methodology/approach

The authors reviewed the service management literature and identified a number of critical components that help service providers understand the psychology and behaviour of their customers, and how their customers perceive service encounters. The authors tested the theoretical model using a random survey sample of 707 consumers in Hong Kong.

Findings

The authors found that information sharing fully mediated the interactive effects of customer involvement and customer motivational orientation on customer perceived service quality and customer satisfaction. These findings support the C-D logic that customers as co-creators of value play a dominant role in service encounters.

Research limitations/implications

The authors contribute to the existing management literature by identifying the importance of the C-D logic for service delivery and management. In particular, the involvement of customers with different motivational orientations through information sharing significantly affects customers’ perceived service quality and satisfaction.

Originality/value

The paper enhances the understanding of customer’s logic by exploring the conditions and process between customer involvement and service delivery. Further directions for theoretical and empirical research are suggested.

Keywords

Citation

Cheung, F.Y.M. and To, W.M. (2015), "Do task- and relation-oriented customers co-create a better quality of service? : An empirical study of customer-dominant logic", Management Decision, Vol. 53 No. 1, pp. 179-197. https://doi.org/10.1108/MD-05-2014-0252

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited