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Effect of customer involvement on co-creation of services: A moderated mediation model

Cheung, Millissa F.Y.; To, W.M.

Authors

W.M. To



Abstract

The study explored the influence of customer involvement on co-creation directly and indirectly through three customer engagement dimensions, namely identification, interaction, and absorption from lens of customer-dominant logic and stimulus-organism-response framework. Data were collected from 211 Chinese service customers in Hong Kong. Results of IBM SPSS PROCESS models showed that customer involvement influenced co-creation directly and indirectly through absorption and interaction, but not identification. Customer involvement was found to exert a greater impact on co-creation of services for those with a high rather than low relation orientation. Thus, service providers should utilize mass media effectively to arouse customers’ feelings of relevance and important of services to them. They should also interact with customers continuously through social media that can be enhanced by various kinds of immersion technology.

Journal Article Type Article
Acceptance Date Jun 28, 2021
Online Publication Date Jul 10, 2021
Publication Date 2021-11
Deposit Date Feb 4, 2023
Journal Journal of Retailing and Consumer Services
Print ISSN 0969-6989
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 63
Article Number 102660
DOI https://doi.org/10.1016/j.jretconser.2021.102660