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Psychological implications of customer participation in co-production

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Customer participation in the production of goods and services appears to be growing. The marketing literature has largely focused on economic implications of this trend and has not addressed customers' potential psychological responses to participation. The authors of the study discussed draw on the social psychological literature on the self-serving bias and conduct 2 studies to examine the effects of participation on customer satisfaction. Study 1 shows that consistent with the self-serving bias, given an identical outcome, customer satisfaction with a firm differs depending on whether a customer participates in production. Study 2 shows that providing customers a choice in whether to participate mitigates the self-serving bias when the outcome is worse than expected.Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Consumer behavior Psychological aspects Regression analysis Customer Satisfaction Participation
ISBN/ISSN	222429
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data