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Does Customer Value Creation Behavior Drive Customer Well-being?

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To address the potential ambivalent effects of customer value creation behavior (CVCB) in a service setting, we developed a theoretical model identifying separate psychological mechanisms that account for both positive and negative effects of CVCB on customer outcomes, such as customer value and customer well-being. Participants comprised 103 business customer–supplier dyads. The results show that CVCB enhanced customer outcomes through the intermediate mechanism of customer self-determination, but hindered customer outcomes by generating customer role stress. In addition, the results indicate that relationship quality moderates the effect of CVCB on customer self-determination and role stress, thus channeling its effect in either a positive or a negative direction. The results offer insight into the mixed findings on customer behavior in the service literature.

Keywords: CUSTOMER ROLE STRESS; CUSTOMER SELF-DETERMINATION; CUSTOMER VALUE; CUSTOMER VALUE CREATION BEHAVIOR; CUSTOMER WELL-BEING

Document Type: Research Article

Publication date: February 1, 2016

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