Make every interaction count - assessing the role of customers� self-construal on value co-creation at service encounters
This research examines the role of dual types of customers� self-construal (i.e., independent vs. interdependent) on value co-creation attitude and behaviour in retail service encounters. Using a mall-intercept survey, 463 responses were collected. Structural equal modeling was employed to analyse...
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my.utp.eprints.337912022-09-13T04:41:52Z Make every interaction count - assessing the role of customers� self-construal on value co-creation at service encounters Shamim, A. Ahn, J. Khan, I. Shah, M. Abid, M.F. This research examines the role of dual types of customers� self-construal (i.e., independent vs. interdependent) on value co-creation attitude and behaviour in retail service encounters. Using a mall-intercept survey, 463 responses were collected. Structural equal modeling was employed to analyse the results. Findings suggest that customers� independent self-construal does not affect their value co-creation attitude, implying that such customers solely create value on their own but do not participate in co-creation in service encounters. On the other hand, the interdependent self-construal has a strong significant impact on their value co-creation attitude; as a result, such customers create value independently as well as co-create value with the service employees by collaborating in service encounters. We argue that for service providers who want to encourage co-creation in retail markets, understanding the significance of consumers� self-construals is essential. This study has a number of implications. For instance, it shows that businesses might enhance the shopping experience by co-creating value with interdependent self-construal customers. Customers that have interdependent self-construals benefit from direct connection with frontline staff during service interactions, and as a result, they can play a crucial part in bringing creative ideas to the retail market. This study adds to our understanding of who independently create value and who co-creates value with others by analysing the relative influence of two types of self-construal in retail markets. © 2022 Informa UK Limited, trading as Taylor & Francis Group. Routledge 2022 Article NonPeerReviewed https://www.scopus.com/inward/record.uri?eid=2-s2.0-85136110458&doi=10.1080%2f09593969.2022.2109714&partnerID=40&md5=8808bf6c066cf43fc79e47eaccf4edba Shamim, A. and Ahn, J. and Khan, I. and Shah, M. and Abid, M.F. (2022) Make every interaction count - assessing the role of customers� self-construal on value co-creation at service encounters. International Review of Retail, Distribution and Consumer Research . http://eprints.utp.edu.my/33791/ |
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This research examines the role of dual types of customers� self-construal (i.e., independent vs. interdependent) on value co-creation attitude and behaviour in retail service encounters. Using a mall-intercept survey, 463 responses were collected. Structural equal modeling was employed to analyse the results. Findings suggest that customers� independent self-construal does not affect their value co-creation attitude, implying that such customers solely create value on their own but do not participate in co-creation in service encounters. On the other hand, the interdependent self-construal has a strong significant impact on their value co-creation attitude; as a result, such customers create value independently as well as co-create value with the service employees by collaborating in service encounters. We argue that for service providers who want to encourage co-creation in retail markets, understanding the significance of consumers� self-construals is essential. This study has a number of implications. For instance, it shows that businesses might enhance the shopping experience by co-creating value with interdependent self-construal customers. Customers that have interdependent self-construals benefit from direct connection with frontline staff during service interactions, and as a result, they can play a crucial part in bringing creative ideas to the retail market. This study adds to our understanding of who independently create value and who co-creates value with others by analysing the relative influence of two types of self-construal in retail markets. © 2022 Informa UK Limited, trading as Taylor & Francis Group. |
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Article |
author |
Shamim, A. Ahn, J. Khan, I. Shah, M. Abid, M.F. |
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Shamim, A. Ahn, J. Khan, I. Shah, M. Abid, M.F. Make every interaction count - assessing the role of customers� self-construal on value co-creation at service encounters |
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Shamim, A. Ahn, J. Khan, I. Shah, M. Abid, M.F. |
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Shamim, A. |
title |
Make every interaction count - assessing the role of customers� self-construal on value co-creation at service encounters |
title_short |
Make every interaction count - assessing the role of customers� self-construal on value co-creation at service encounters |
title_full |
Make every interaction count - assessing the role of customers� self-construal on value co-creation at service encounters |
title_fullStr |
Make every interaction count - assessing the role of customers� self-construal on value co-creation at service encounters |
title_full_unstemmed |
Make every interaction count - assessing the role of customers� self-construal on value co-creation at service encounters |
title_sort |
make every interaction count - assessing the role of customers� self-construal on value co-creation at service encounters |
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Routledge |
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2022 |
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https://www.scopus.com/inward/record.uri?eid=2-s2.0-85136110458&doi=10.1080%2f09593969.2022.2109714&partnerID=40&md5=8808bf6c066cf43fc79e47eaccf4edba http://eprints.utp.edu.my/33791/ |
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