Search results

The optimal level of customer participation is an important factor in service design. However, researchers know little about the impact of customer participation for their willingness to pay and hence organizations’ financial outcomes. This paper examines the impact of customer participation in a pay-what-you-want (PWYW) pricing system, allowing customers to pay any price they want for a product or service.

This paper reports the results of three experiments, in which the authors manipulated the level of customer participation (Study 1: Low versus high, Study 2: Medium versus high, Study 3: Low versus medium versus high) and measured customers' PWYW payments (Studies 1–3), customer satisfaction (Studies 1–3), perceived equity (Study 3) and perceived enjoyment (Study 3). Studies 1 and 3 were scenario-based experiments, while study 2 was a field experiment. Study 3 was preregistered.

The results support a direct effect of customer participation in service production on customer PWYW payments, yet only when comparing low to high levels of customer participation. High levels of customer participation lead to a decrease in perceived equity and an increase in perceived enjoyment, which in turn spilled over to customer PWYW payments through customer satisfaction.

This research provides causal evidence at the individual level of analysis for the relationship between customer participation in service production and financial results. The paper also provides insights into its underlying mechanisms.

Using multiple theoretical lenses, the paper develops and empirically tests a service design-based framework of effective customer participation (CP) in service delivery. Particularly, the paper examines the impact of customer education on effective CP, besides the latter's effect on service quality. The direct and moderating effect of service modularity on the association between customer education and effective CP is also studied.

Covariance-based structural equation modeling is used to test the hypotheses using the survey data collected from the healthcare industry within Pakistan.

The results lend support for the presence of individual and mutually reinforcing effects of customer education and service modularity on effective CP in service delivery, ultimately affecting service quality.

Building on the CP and customer learning literature, this research extends the work on antecedents and consequences of effective CP in the larger domain of the service design and service delivery literature.

The findings reveal that service managers should design services such that by design, CP is ingrained within service delivery processes so that it is effectively managed during service delivery for superior service quality.

Given the already scant research that has either taken a narrower view of CP (mostly in pre- or post-service delivery), the current research makes one of the initial attempts to identify, theorize and empirically test the service design level antecedents for holistic CP spanning over the physical, behavioral and informational participation during the service delivery.

The purpose of this paper is to conceptualize virtual influencer marketing, outlining the opportunities and dangers associated with using virtual influencers in social media marketing communications.

Drawing on the literature addressing influencer marketing and interactions between consumers and technologies, this paper introduces the landscape of virtual influencer marketing.

This paper distinguishes virtual influencers from real-life influencers and related digital characters. It further defines four unique elements attributed to virtual influencers: customization, flexibility, ownership and automation. Finally, it introduces a taxonomy for virtual influencers.

The conceptualization of virtual influencer marketing contributes to advancing the understanding of the (virtual) influencer marketing landscape.

This paper suggests that brands need to carefully evaluate the different characteristics of virtual influencers, when deciding to leverage them in social media marketing communications. It also provides guidelines for working with virtual influencers in marketing campaigns targeted at consumers.

This paper discusses ethical and social implications for brands and consumers that interact with virtual influencers in the encounter between reality and virtuality.

This paper makes three contributions. First, it conceptualizes virtual influencer marketing by defining and critically evaluating the key characteristics attributed to virtual influencers. Second, it offers a 2 × 2 taxonomy of virtual influencers, grounded in research on anthropomorphism and reality–virtuality. Third, this paper reflects on the opportunities and dangers associated with virtual influencer marketing, outlining avenues for future research.

This study aims to examine the co-creation of customer experiences at different levels in service ecosystems, analyzing the case of a tourist destination.

A questionnaire was designed based on previously validated scales. The questionnaire was distributed through the social media platforms Facebook and Instagram. The survey yielded 1,476 valid responses for three types of destinations. Structural equation modeling and multigroup analysis were performed to test the hypotheses.

Aggregate service experience and memorable customer experience (MCE) in service ecosystems are determined by customer experiences at a dyadic level. Service experience at the ecosystem level is formed from ordinary experiences at the actor level, while MCE is formed from extraordinary experiences at the dyadic level. The type of ecosystem moderates the relationships between the variables but does not alter the importance of each of them.

The relationship between the co-creation of customer experiences at different levels of service ecosystems (dyadic vs aggregate) is addressed. A relationship is established between the ordinary and extraordinary character of experiences and their memorability at the ecosystem level.

This paper aims to formally conceptualize service mega-disruptions as any far-reaching and unforeseen general environmental stressor or threat that impacts a service organization’s ability to provide a desired level of service. The authors differentiate sudden large-scale general environmental threats from traditional service failures in scope and scale of impact via number of customers and sectors affected and duration and speed of the disruption.

This paper draws from service recovery theory to build a conceptual model of service mega-disruptions. The resulting conceptual model maps service failure recovery strategies against a service mega-disruption recovery approach to examine consumer response to changes in service value. This work further articulates additional research needs including conceptualization, measurement and methods as traditional drivers of service recovery and the value of the service experience change in response to service mega-disruptions.

This work proposes a research agenda to investigate whether service mega-disruptions can bypass the need for service recovery due to a consumer self-moderating process. As past research shows, the less control a service provider has over a failure, the more customers attribute fault to the situation and transfer blame away from an organization. This paper suggests that this self-moderating process disrupts the need for service providers to court forgiveness for a failure with perceptions of similarity and controllability providing an alternate pathway to customer forgiveness. Similarly, it is suggested that service mega-disruptions play a role in transforming service ecosystems into tighter, more contractual systems with less agency for service providers and poorer ability to adjust to market conditions. The duration and longevity of effects on service providers’ control, agency and ability to adjust following a service mega-disruption must be researched further.

This paper builds theory to develop a conceptual model of service mega-disruptions and their role in customer engagement and reshaping the service ecosystem. This paper culminates in the proposition of a research agenda that aims to build research capacity among services marketing scholars as service providers’ coordination and market conditions are challenged by service mega-disruptions.

The objective of this study is to investigate the barriers hindering the integration of lean manufacturing (LM) practices within the furniture industry of Bangladesh. The traditional operational paradigms in this sector have posed substantial challenges to the effective implementation of LM. In this study, the barriers of implementing LM in the furniture business are examined, aiming to provide a systematic understanding of the barriers that must be addressed for a successful transition.

The research reveals that “Fragmented Industry Structure,” “Resistance to Lean Practices” and “Inadequate Plant Layout and Maintenance”, emerged as the foremost barriers to LM implementation in the furniture industry. Additionally, “Insufficient Expert Management,” “Limited Technical Resources” and “Lack of Capital Investment” play significant roles.

The outcomes of this study provide valuable insights into the furniture industry, enabling the development of strategies for effective LM implementation. One notable challenge in lean implementation is the tendency to revert to established practices when confronted with barriers. Therefore, this transition necessitates informed guidance and leadership. In addition to addressing these internal challenges, the scope of lean implementation should be broadened.

This study represents one of the initial efforts to systematically identify and assess the barriers to LM implementation within the furniture industry of Bangladesh, contributing to the emerging body of knowledge in this area.

Self-service technologies (SST) have become more and more pervasive in retail to facilitate autonomous checkout. In this context, customers play an active role and, as such, can be considered as “partial employees.” Partial employees have to perform a wide range of tasks, get rewarded for their work and need to understand the terms of the exchange, all without being subject to a formalized contract. In this research, the authors suggest that partial employees go through a process of organizational socialization that allows them to define the psychological contract they hold with the organization.

In order to investigate the psychological contracts of partial employees, 324 Canadian customers using SST completed an online questionnaire, in which their SST use, psychological contract fulfillment and organizational socialization were measured.

Descriptive analyses highlight that customers as partial employees build a psychological contract with their most frequent retailer, as they perceive not only retailer inducements but also their own contributions. Multiple linear regressions suggest that organizational socialization favors psychological contract fulfillment, but that specific dimensions of organizational socialization are important for employer inducements vs. employee contributions. Moreover, results suggest that the frequency of use of SST as well as the patronage positively predicts psychological contract fulfillment.

This research investigates a specific situation of unconventional employment – that of customers as partial employees with organizations. It contributes to the literature on the psychological contract by broadening its application to new relations and to the literature on customer management by reemphasizing the relevance of the psychological contract in this domain.

Understanding the outcomes of co-creation (CC) in healthcare is increasingly gaining multidisciplinary scientific interest. Although more and more service management scholars have pointed out the benefits of cross-fertilization between the various research fields, the literature on this topic is still scattered and poorly integrated. This study aims to summarize and integrate multiple strands of extant knowledge CC by identifying the outcomes of health CC and the determinants of these outcomes and their relationships.

A structured literature review was conducted per PRISMA guidelines. A total of 4,189 records were retrieved from the six databases; 1,983 articles were screened, with 161 included in the qualitative thematic analysis.

This study advances a comprehensive framework for healthcare CC based on a thorough analysis of the outcomes and their determinants, that is, antecedents, management activities and institutional context. Extant research rarely evaluates outcomes from a multidimensional and systemic perspective. Less attention has been paid to the relationship among the CC process elements.

This study offers an agenda to guide future studies on healthcare CC. Highlighting some areas of integration among different disciplines further advances service literature.

The framework offers an operational guide to better shape managerial endeavors to facilitate CC, provide direction and assess multiple outcomes.

This is the first extensive attempt to synthesize and integrate multidisciplinary knowledge on CC outcomes in healthcare settings by adopting a systematic perspective on the overall process.

Although humanoid robots are increasingly adopted in many business settings, the dynamic effects of anthropomorphism and the functional perceptions of service robots on consumers’ responses remain unclear. This paper aims to examine the impacts of robot anthropomorphism on consumers’ trust, receptivity and the downstream effect on satisfaction. Furthermore, it examines the mediating effects of perceived ease of use (PEOU) and perceived usefulness (PU) in the relationship between anthropomorphism and consumer responses.

After conducting two separate pilot studies to help design the research materials, this research involves three sequential studies. In studies 1A and 1B, the authors used two distinct humanoid robots (i.e. Connie and Pepper) to test the direct effects of anthropomorphism on trust and receptivity and the mediated effects via PEOU and PU. Study 2 conducted a 2 (robot appearance: machine-like vs. human-like) × 2 (task complexity: low vs. high) between-subjects experimental design to further explore the boundary effects of task complexity on trust and customer satisfaction.

This research theorizes and empirically examines the mediating effects of PEOU and PU in the relationship between anthropomorphism and consumers’ responses (i.e. trust and receptivity) to service robots. Results also demonstrate a moderating role of task complexity, whereby only when the task was complex did anthropomorphism affect consumer responses and customer satisfaction. The parallel mediations of PEOU and PU were also confirmed. However, when task complexity was low, the authors observed no differences between human- and machine-like robots.

First, this research used a scenario-based method by exposing participants to different pictures or videos of service robots and measuring individuals’ responses. Consumers may respond differently upon interacting with robots in actual service contexts. Second, future research could investigate the effects of other aspects of anthropomorphism, such as robots’ voice characteristics (gender, high/low pitch), verbal communication styles and emotional expression. Finally, future research could explore other service contexts to test the generalizability of the findings.

Findings of this study also provide useful insight for companies interested in adopting service robots. First, the authors unearthed several positive outcomes of using human-like versus machine-like robots in service settings. Despite concerns about the perceived creepiness and discomfort associated with human-like robots, managers should not worry about these service agents’ potential negative effects. Second, it shows that human-like robots’ competitive advantage over machine-like robots stands out when task complexity is high. Managers should therefore carefully consider relevant service characteristics and task requirements when deciding whether to adopt robots.

This study provides original and valuable contributions to the growing literature on service robots by addressing scholarly incongruencies regarding the impact of anthropomorphism and disentangling its positive influence on consumers’ perceptions and acceptance of service robots. This study also contributes to research on technology acceptance and service robot receptivity by empirically demonstrating the mediating role of PEOU and PU. Furthermore, this research enriches the body of knowledge on task-technology fit by providing evidence that task complexity is a crucial factor to consider in service robot design.

Companies are beginning to rely more on customer participation (CP). As a result, consumers are expected to expend more resources throughout the service exchange. Through three studies, this study aims to examine the effect of CP on customers’ evaluations of these exchanges. Study 1 examines the interaction between two levels of CP (low versus high) and shopping experience type (hedonic versus utilitarian). In Study 2, the focus shifts to understanding the negative consequences of high CP. In Study 3, the authors explore how the negative effects of high CP can be mitigated.

Scenario-based experiments were implemented across three studies. This study used multivariate analysis of variance (Study 1) and PROCESS (Hayes, 2018; Studies 2 and 3) to uncover how consumers respond to CP.

Results of Study 1 indicate that the CP level negatively impacts satisfaction and positive word-of mouth (PWOM) in a utilitarian context but has no effect in a hedonic context. Study 2 finds that the negative effects of high CP on satisfaction and PWOM are mediated by fairness and frustration. Study 3 suggests that these negative results can be mitigated by offering a financial incentive.

This study’s two primary objectives address specific calls in the CP literature. First, this study examines the effects of increased CP during hedonic and utilitarian shopping experiences. Second, this study investigates mediators and moderators associated with the negative effects of increased CP, shedding light on how the consumer processes high CP service encounters.