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This study aims to use the framework of customer dominant logic to explore the mediating role of service co-creation on the relationships between customer involvement and perceived service performance and between customer involvement and word-of-mouth (WOM). It also investigates the moderating role of customer relational-motivational orientation on the relationship between customer involvement and service co-creation.

A questionnaire survey was conducted to collect responses from 289 Hong Kong's customers in different service settings. Structural equation modeling was used to test the proposed research model.

The results of structural equation modeling showed that the freedom of co-creation and the degree of collaboration fully mediated the effect of customer involvement on perceived service performance and WOM. Additionally, relational-motivational orientation moderated the relationships between customer involvement and the freedom of co-creation and between customer involvement and the degree of collaboration.

This research provides implications to managers on how to facilitate an environment that stimulates customer co-creation. Customer-contact employees must be trained with the necessary interpersonal skills to serve customers with different levels of relational-motivational orientation.

The study is one of the first to identify customer involvement as a key antecedent of service co-creation attributes and the moderating role of relational-motivational orientation on the relationships between customer involvement and service co-creation attributes.

Service recovery is a challenge to organizations because customers will respond to recovery processes and outcomes differently. Yet, there are few studies that examine the antecedents of customer co-recovery. Hence, the purpose of this paper is to adopt a customer-dominant logic to explore the antecedents of customer co-creation of service recovery (CCSR) and its effects on perceived justice and satisfaction.

The authors reviewed the service management literature and proposed a theoretical model that links customer involvement with service failure (CISF), customer CCSR, perceived justice, to customer satisfaction with service recovery (CSSR). The sample included 594 customers who had recent experience of service failure and service recovery in Hong Kong. The research model was tested using structural equations modeling.

The results of structural equation modeling showed that CISF had an effect on customer CCSR in the form of information sharing and co-production, and this effect influenced customers’ justice perceptions, which in turn affected CSSR.

The findings supported the notion that service management should be viewed from customer-dominant logic and effective facilitation shall be deployed to engage and support customers in service recovery processes.

The study contributes to service management by identifying the salient role and form of customer co-creation in making customers feel satisfied with service recovery.

The argument in this study is that employees differ in their motives in helping their organizations when they know that they may not be paid back for their efforts. This paper aims to examine whether these motives will lead to greater extra-role contribution in an organization.

The data of 124 pairs of employee in China have been used to develop and test the measurement of an “altruistic helping of organization” (AHO) in a pilot sample. In addition, AHO had been then tested as a motive for organizational citizenship behavior (OCB) using data collected from 245 pairs of employees in China.

Data from 124 pairs of employees in China have been used to develop and test the measurement of “altruistic helping of organization” in a pilot sample. The authors have proposed and validated whether procedural justice and conscientiousness predict for a new OCB motive – AHO, which explains for an incremental predictive power over the existing motives of OCB, namely, instrumentality, social exchange with the organization, organizational concern, prosocial values and impression management, on a data collected from 245 pairs of employees in China.

This is a cross-sectional study. In addition, the authors have only taken in samples in China, which may not be generalizable to other context.

Practitioners can devote resources to encourage employees to help without any consideration of returns. In addition, the fairness perception of organizational practices – procedural justice and individual characteristics – are necessary to induce AHO and other OCB motives.

This research provides that the social implication of arousing the basic underpinning of driving OCB is altruistic motive and not egoistic. This finding helps to stimulate individuals to have more helping behaviors towards the organization.

This study provides solid evidence for the suggestion by the original proponents of OCB that the distinction between rewarded and unrewarded criterion is blurred in OCB literature. Our findings suggest that altruistic helping does exist and that this explains for a significant proportion of extra-role behavior.

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.

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.

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.

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.

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.