2012/08/20 by Chi Kin (Bennett) Yim, Chi Kin Yim, Kimmy Wa Chan +2 · 321 citations
Business, Management and Accounting · Psychology · #Business #Cognition #Conceptual framework #Conceptual model #Consumer Behavior in Brand Consumption and Identification #Consumer Retail Behavior Studies #Customer Service Quality and Loyalty #Empirical research #Extant taxon #Marketing #Psychology #Self-efficacy #Service (business) #Social cognitive theory #Social psychology #Sociology #Value (mathematics)
paper · open access · doi:10.1509/jm.11.0205
published in Journal of Marketing 76(6), 121-140 (SAGE Publishing)
openalex publication_date 2012/08/20 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/04
Extant research confirms the importance of value cocreation through customer participation (CP), but relatively little is known about whether and how it creates an enjoyable experience for customers and service employees and the consequential outcomes of this positive affective experience. This study applies the concept of flow as an overarching framework and draws theoretical support from social cognitive theory, particularly its extension (i.e., the conceptual model of relational efficacy beliefs), to examine how customers and employees derive enjoyment from CP conditional on their perceived efficacy of themselves (self-efficacy [SE]) and their partners (other-efficacy [OE]) in financial services. Empirical results from 223 client–financial adviser dyads confirm that participation enjoyment, in addition to economic and relational values, mediates the impact of CP on participants’ satisfaction evaluations, with SE positively moderating CP's impact on participation enjoyment. The synergistic effect of SE and OE on participation enjoyment also differs for clients versus financial advisers: Even incongruent levels of SE and OE can enhance participation enjoyment as long as they help validate role expectations of the respective participants.