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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: https://epub.vgu.edu.vn/handle/dlibvgu/412
Title: How customer and service provider co-create value? a case of high contact service
Authors: Huynh Dinh Thai Linh 
Keywords: Customer operant resources;Employee interaction behaviors;Service value
Issue Date: 2015
Conference name: New Perspective in Business, Economics and Management Research and Practice 
Abstract: 
The aim of this research is to investigate how customer and service provider cooperate in creating value for customer in the case of professional service with high contact level. The research question is employee interactional behaviors are designed to facilitate customers effectively using their operant resources to create service value? Or the role of the employee interactional behaviors is to deliver service value to customer? In other words, customer or service provider, which side directly, affects the service value co-creation? Design/methodology/approach: A structural model of the relationships of three concepts, customer operant resources, employee interactional behaviors and service value, was developed. This empirical research was conducted on 275 learners who participated in any professional training courses within 6 months in HCMC, Vietnam. Structural equation modeling (SEM) with Amos software is used for data analysis. Findings: The results show, in the current data set, that customer operant resources significantly and positively impact on perceived service value; while service value is not affected by employee interactional behaviors. Albeit employee interactional behaviors do not affect customer service value, it strongly affect customer in using his/her operant resources during the service process. Practical implications: In a service a with high contact level like professional training courses, employee – lecturer behaviors significantly affect customers – learners in using their operant resources to create the value. Therefore, service providers – universities/institutes need to pay attention to train the trainers on how to cooperate with learners to facilitate them in using their own resources during the learning process. Originality/Value: In marketing literature, researchers following service dominant logic (SDL) emphasize that the role of customer in the value co-creation process is a co-creator. However, it is still rare research investigating how customer co-creates value with service provider, especially in the high contact level service. This study discusses the influences of customer operant resources and employee interaction behaviors on the perceived service value of customer, and the relationship between themselves.
Duration: 03/02/2015
Conference venue: Ho Chi Minh city, Vietnam
URI(1): http://epub.vgu.edu.vn/handle/dlibvgu/412
Appears in Collections:Conference papers

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