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

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

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.

Suggested Citation

  • Cheung, Millissa F.Y. & To, W.M., 2021. "Effect of customer involvement on co-creation of services: A moderated mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921002265
    DOI: 10.1016/j.jretconser.2021.102660
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    2. Sahi, Gurjeet Kaur & Devi, Rita & Gupta, Mahesh C. & Cheng, T.C.E., 2022. "Assessing co-creation based competitive advantage through consumers’ need for differentiation," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
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    4. Zhu, Tengteng & Zhang, Lu & Zeng, Chuhong & Liu, Xin, 2022. "Rethinking value co-creation and loyalty in virtual travel communities: How and when they develop," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    5. Yuen, Kum Fai & Ng, Wei Hong & Wang, Xueqin, 2023. "Switching intention in the online crowdsourced delivery environment: The influence of a platform's technological characteristics and relational bonding strategies," Technology in Society, Elsevier, vol. 72(C).

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