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首页> 外文学位 >Exploring antecedents and consequences of customer organizational citizenship behaviors (COCBs) through customer co-creation valuation.
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Exploring antecedents and consequences of customer organizational citizenship behaviors (COCBs) through customer co-creation valuation.

机译：通过客户共同创造价值评估客户组织公民行为（COCB）的前提和后果。

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摘要

Service-dominant logic views a customer as a proactive entity who co-creates value through collaboration with other entities in a value creation network. Working from that perspective, the current study investigated antecedents and consequences of customer organizational citizenship behaviors (COCBs), which refers to voluntary and discretionary behaviors that help marketers such as service organizations. Employing social exchange theory and personality concepts, this study set out to explain factors that lead customers to perform COCBs for their service organizations. In addition, this study conceptualized COCB motivation as an antecedent of COCB. Simultaneously, customer co-creation value, satisfaction, and behavioral intentions were proposed as consequences of COCBs in the theoretical model.;With an effort to fill the research gap pertaining to lack of scale items that measure COCBs, COCB motivation, and customer co-creation value, the present study employed a mixed methods approach based on both qualitative and quantitative research design. For the COCB and customer co-creation value construct, this study not only confirmed the measurability of the existing scale items but also found additional items, especially focusing on the offline service context. Additionally, scale items that measure COCB motivation, a construct that is newly proposed here, were developed and were categorized into four dimensions that represent COCB motivation---Self-enhancement, Personal principles, Desire to support the service organization, and Perceptions of the service organization's past performance.;Data for hypotheses testing were collected via a web-based self-administered survey. Three versions of a questionnaire, based on three types of service organization, were used to elicit consumers' responses from a variety of service types. A total of 692 general U.S. consumers, who had had face-to-face interaction with service organizations in the prior six months, responded to the survey. The proposed hypotheses were tested using structural equation modeling. In addition, to confirm whether there were differences in the relationships between proposed constructs among three types of service organizations, post-hoc analysis was conducted through multi-group analyses.;The results of this study demonstrated the positive relationship between COCB motivation and COCBs. The results also provided support to the view that social exchange-based antecedents have strong positive impact on COCB motivation, and prosocial personality and proactive personality are important personality traits that stimulate customers to voluntarily participate in activities and/or tasks of the service organization. In addition, this study found that even though customers who participate in COCBs can perceive three types of co-creation value---economic co-creation value, individual co-creation value, and social co-creation value, they may be satisfied with service outcome and frontline employees only when they perceive individual co-creation value and social co-creation value. Furthermore, the findings of this study confirmed the spillover effect of transaction-specific satisfaction on overall satisfaction, which positively influences behavioral intentions such as intention to continue the relationship with the service organization and intention to recommend to other customers.;Finally, the results of the post-hoc analysis revealed that there are no differences in most parts of the theoretical model across the three types of service organization except for four relationships---the impact of COCBs on social co-creation value, the impact of satisfaction with service outcome on satisfaction with service organization, the impact of satisfaction with frontline employees on satisfaction with service organization, and the impact of satisfaction with service organization on intention to recommend to other customers. Theoretical implications and managerial implications are discussed.
机译：以服务为主导的逻辑将客户视为一个主动的实体，通过与价值创造网络中的其他实体合作共同创造价值。从这个角度出发，本研究调查了客户组织公民行为（COCB）的前因和后果，这些行为是指有助于服务商等营销人员的自愿和酌处行为。这项研究利用社会交流理论和人格概念，着手解释导致客户为其服务组织执行COCB的因素。此外，本研究将COCB动机概念化为COCB的前身。同时，在理论模型中提出了客户共同创造价值，满意度和行为意图作为COCB的结果。努力填补与缺乏测量COCB，COCB动机和客户合作的规模项目有关的研究空白。为了创造价值，本研究采用了基于定性和定量研究设计的混合方法。对于COCB和客户共同创造价值的构建，本研究不仅确认了现有规模项目的可测量性，而且还发现了其他项目，尤其是关注离线服务环境。此外，还开发了衡量COCB动机的量表项目，这是在此处新提出的一种结构，并分为代表COCB动机的四个维度-自我增强，个人原则，支持服务组织的愿望以及对服务组织的看法服务组织的过往表现。通过基于网络的自我管理调查收集假设检验的数据。基于三种服务组织类型的三种形式的问卷被用来从各种服务类型中引起消费者的反馈。在过去六个月中与服务组织进行了面对面交流的共有692位美国普通消费者对调查做出了回应。使用结构方程模型对提出的假设进行了检验。此外，为确认三种服务组织之间拟议的构造之间的关系是否存在差异，通过多组分析进行事后分析。研究结果表明，COCB动机与COCB之间存在正相关关系。结果也为以下观点提供了支持：基于社会交流的先例对COCB动机具有强烈的积极影响，亲社会性和主动性是刺激顾客自愿参加服务组织的活动和/或任务的重要人格特质。此外，这项研究发现，即使参与COCB的客户可以感知三种共创价值-经济共创价值，个人共创价值和社会共创价值，他们也可能会满意只有当他们意识到个人共同创造价值和社会共同创造价值时，他们才能提供服务成果和一线员工。此外，这项研究的结果证实了特定于交易的满意度对整体满意度的溢出效应，这对行为意图产生了积极影响，例如继续与服务组织建立关系的意图以及向其他客户推荐的意图。事后分析表明，除了四种关系外，三种类型的服务组织在理论模型的大部分内容上没有差异——COCB对社会共同创造价值的影响，对服务成果满意度的影响服务组织满意度，一线员工满意度对服务组织满意度的影响以及服务组织满意度对向其他客户推荐的影响。理论意义和管理意义进行了讨论。

著录项

  • 作者

    Choi, Laee.;

  • 作者单位

    The University of Arizona.;

  • 授予单位 The University of Arizona.;
  • 学科 Business Administration Marketing.;Business Administration General.
  • 学位 Ph.D.
  • 年度 2015
  • 页码 265 p.
  • 总页数 265
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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