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Do task and relation-oriented customers co-create a better quality of service? An empirical study of consumer-dominant logic

Cheung, Fung Yi Millissa; To, Wai Ming


Wai Ming To


The purpose of this paper is to explore how task- and relation-oriented customers co-create high quality services with frontline employees from the perspective of customer-dominant (C-D) logic.

The authors reviewed the service management literature and identified a number of critical components that help service providers understand the psychology and behaviour of their customers, and how their customers perceive service encounters. The authors tested the theoretical model using a random survey sample of 707 consumers in Hong Kong.

The authors found that information sharing fully mediated the interactive effects of customer involvement and customer motivational orientation on customer perceived service quality and customer satisfaction. These findings support the C-D logic that customers as co-creators of value play a dominant role in service encounters.

Research limitations/implications
The authors contribute to the existing management literature by identifying the importance of the C-D logic for service delivery and management. In particular, the involvement of customers with different motivational orientations through information sharing significantly affects customers’ perceived service quality and satisfaction.

The paper enhances the understanding of customer’s logic by exploring the conditions and process between customer involvement and service delivery. Further directions for theoretical and empirical research are suggested.

Journal Article Type Article
Online Publication Date Feb 9, 2015
Publication Date 2015
Deposit Date Feb 7, 2023
Journal Management Decision
Print ISSN 0025-1747
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 53
Issue 1
Pages 179-197