IDEAS home Printed from https://ideas.repec.org/a/kap/jbuset/v152y2018i4d10.1007_s10551-016-3293-5.html
   My bibliography  Save this article

Does Raising Value Co-creation Increase All Customers’ Happiness?

Author

Listed:
  • Yi-Ching Hsieh

    (National Central University)

  • Hung-Chang Chiu

    (National Tsing Hua University)

  • Yun-Chia Tang

    (National Tsing Hua University
    Tunghai University)

  • Wei-Yun Lin

    (National Central University)

Abstract

Happiness, defined as a state of well-being and contentment, is a central human goal. Despite advances in customer behavior research related to value co-creation, the link between customer happiness and these behaviors remains unclear. This study therefore examines customers’ in-role participation behavior and extra-role citizenship behavior to determine their influence on customers’ happiness. Customer participation and citizenship behaviors relate positively to customers’ perceptions of both service performance and their contributions to others’ welfare. In addition, collectivism moderates the relationship between perceived contributions to others’ welfare and happiness; individualism instead moderates the relationship between perceived service performance and happiness. These findings provide both managerial implications and directions for business marketing ethics.

Suggested Citation

  • Yi-Ching Hsieh & Hung-Chang Chiu & Yun-Chia Tang & Wei-Yun Lin, 2018. "Does Raising Value Co-creation Increase All Customers’ Happiness?," Journal of Business Ethics, Springer, vol. 152(4), pages 1053-1067, November.
    • Handle: RePEc:kap:jbuset:v:152:y:2018:i:4:d:10.1007_s10551-016-3293-5
    DOI: 10.1007/s10551-016-3293-5
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10551-016-3293-5
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s10551-016-3293-5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Tim Kasser & Kennon Sheldon, 2002. "What Makes for a Merry Christmas?," Journal of Happiness Studies, Springer, vol. 3(4), pages 313-329, December.
    2. David Ralston & Carolyn Egri & Olivier Furrer & Min-Hsun Kuo & Yongjuan Li & Florian Wangenheim & Marina Dabic & Irina Naoumova & Katsuhiko Shimizu & María Garza Carranza & Ping Fu & Vojko Potocan & A, 2014. "Societal-Level Versus Individual-Level Predictions of Ethical Behavior: A 48-Society Study of Collectivism and Individualism," Journal of Business Ethics, Springer, vol. 122(2), pages 283-306, June.
    3. Wan Yu Chiu & Gwo Hshiung Tzeng & Han Lin Li, 2014. "Developing e-store marketing strategies to satisfy customers' needs using a new hybrid gray relational model," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 13(02), pages 231-261.
    4. Ed Diener & Derrick Wirtz & William Tov & Chu Kim-Prieto & Dong-won Choi & Shigehiro Oishi & Robert Biswas-Diener, 2010. "New Well-being Measures: Short Scales to Assess Flourishing and Positive and Negative Feelings," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 97(2), pages 143-156, June.
    5. Bove, Liliana L. & Pervan, Simon J. & Beatty, Sharon E. & Shiu, Edward, 2009. "Service worker role in encouraging customer organizational citizenship behaviors," Journal of Business Research, Elsevier, vol. 62(7), pages 698-705, July.
    6. Ed Diener, 1994. "Assessing subjective well-being: Progress and opportunities," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 31(2), pages 103-157, February.
    7. Michael H Morris & Duane L Davis & Jeffrey W Allen, 1994. "Fostering Corporate Entrepreneurship: Cross-Cultural Comparisons of the Importance of Individualism Versus Collectivism," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 25(1), pages 65-89, March.
    8. Jeroen Boelhouwer & Cretien Campen, 2013. "Steering Towards Happiness in The Netherlands," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 114(1), pages 59-72, October.
    9. John Williams & Robert Aitken, 2011. "The Service-Dominant Logic of Marketing and Marketing Ethics," Journal of Business Ethics, Springer, vol. 102(3), pages 439-454, September.
    10. Mihaly Csikszentmihalyi & Jeremy Hunter, 2003. "Happiness in Everyday Life: The Uses of Experience Sampling," Journal of Happiness Studies, Springer, vol. 4(2), pages 185-199, June.
    11. Jones, Thomas M. & Felps, Will, 2013. "Shareholder Wealth Maximization and Social Welfare: A Utilitarian Critique," Business Ethics Quarterly, Cambridge University Press, vol. 23(2), pages 207-238, April.
    12. Conna Yang, 2014. "Does Ethical Leadership Lead to Happy Workers? A Study on the Impact of Ethical Leadership, Subjective Well-Being, and Life Happiness in the Chinese Culture," Journal of Business Ethics, Springer, vol. 123(3), pages 513-525, September.
    13. Pilar Sanjuán & Alejandro Magallares, 2014. "Coping Strategies as Mediating Variables Between Self-serving Attributional Bias and Subjective Well-Being," Journal of Happiness Studies, Springer, vol. 15(2), pages 443-453, April.
    14. Revilla-Camacho, María Ángeles & Vega-Vázquez, Manuela & Cossío-Silva, Francisco José, 2015. "Customer participation and citizenship behavior effects on turnover intention," Journal of Business Research, Elsevier, vol. 68(7), pages 1607-1611.
    15. Bruce C. Skaggs & Mark Youndt, 2004. "Strategic positioning, human capital, and performance in service organizations: a customer interaction approach," Strategic Management Journal, Wiley Blackwell, vol. 25(1), pages 85-99, January.
    16. Jeroen Nawijn, 2011. "Happiness Through Vacationing: Just a Temporary Boost or Long-Term Benefits?," Journal of Happiness Studies, Springer, vol. 12(4), pages 651-665, August.
    17. Hung-Chang Chiu & Yi-Ching Hsieh & Huey-Jiuan Yeh & Chien-Liang Kuo & Monle Lee & Der-Jang Yu, 2011. "The Connection Between Happiness and Service Businesses: A Preliminary Study," Journal of Happiness Studies, Springer, vol. 12(5), pages 841-860, October.
    18. Yi, Youjae & Nataraajan, Rajan & Gong, Taeshik, 2011. "Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention," Journal of Business Research, Elsevier, vol. 64(1), pages 87-95, January.
    19. Yi, Youjae & Gong, Taeshik, 2013. "Customer value co-creation behavior: Scale development and validation," Journal of Business Research, Elsevier, vol. 66(9), pages 1279-1284.
    20. Wendy Liu & Jennifer Aaker, 2008. "The Happiness of Giving: The Time-Ask Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 543-557, May.
    21. Adriana ZAIT & Patricea Elena BERTEA, 2011. "Methods For Testing Discriminant Validity," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 217-224, November.
    22. Grissemann, Ursula S. & Stokburger-Sauer, Nicola E., 2012. "Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance," Tourism Management, Elsevier, vol. 33(6), pages 1483-1492.
    23. Wallendorf, Melanie & Arnould, Eric J, 1991. ""We Gather Together": Consumption Rituals of Thanksgiving Day," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 13-31, June.
    24. Sims, Henry Jr. & Gioia, Dennis A., 1984. "Performance failure: Executive response to self-serving bias," Business Horizons, Elsevier, vol. 27(1), pages 64-71.
    25. Parboteeah, K. Praveen & Cullen, John B. & Lim, Lrong, 2004. "Formal volunteering: a cross-national test," Journal of World Business, Elsevier, vol. 39(4), pages 431-441, November.
    26. Rebecca Pera & Giampaolo Viglia, 2015. "Turning ideas into products: subjective well-being in co-creation," The Service Industries Journal, Taylor & Francis Journals, vol. 35(7-8), pages 388-402, May.
    27. Leonardo Nicolao & Julie R. Irwin & Joseph K. Goodman, 2009. "Happiness for Sale: Do Experiential Purchases Make Consumers Happier than Material Purchases?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(2), pages 188-198.
    28. Ed Diener & Richard Lucas, 2000. "Explaining Differences in Societal Levels of Happiness: Relative Standards, Need Fulfillment, Culture, and Evaluation Theory," Journal of Happiness Studies, Springer, vol. 1(1), pages 41-78, March.
    29. Stephen E. Clapham & Charles R. Schwenk, 1991. "Self‐serving attributions, managerial cognition, and company performance," Strategic Management Journal, Wiley Blackwell, vol. 12(3), pages 219-229, March.
    30. Shaw, Gareth & Bailey, Adrian & Williams, Allan, 2011. "Aspects of service-dominant logic and its implications for tourism management: Examples from the hotel industry," Tourism Management, Elsevier, vol. 32(2), pages 207-214.
    31. Ennew, Christine T. & Binks, Martin R., 1999. "Impact of Participative Service Relationships on Quality, Satisfaction and Retention: An Exploratory Study," Journal of Business Research, Elsevier, vol. 46(2), pages 121-132, October.
    32. Ragatz, Gary L. & Handfield, Robert B. & Petersen, Kenneth J., 2002. "Benefits associated with supplier integration into new product development under conditions of technology uncertainty," Journal of Business Research, Elsevier, vol. 55(5), pages 389-400, May.
    33. Liu, Wendy & Aaker, Jennifer L., 2008. "The Happiness of Giving: The Time-Ask Effect," Research Papers 1998, Stanford University, Graduate School of Business.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Hechmi Najjar & Chaker Najar, 2023. "From relational benefits to consumer loyalty across international perspective: a meta-analytic structural equation modeling," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 470-489, September.
    2. Agarwal, Reeti & Mehrotra, Ankit & Misra, Dheeraj, 2022. "Customer happiness as a function of perceived loyalty program benefits - A quantile regression approach," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Wallace, Elaine & Torres, Pedro & Augusto, Mário & Stefuryn, Maryana, 2021. "Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands," Journal of Business Research, Elsevier, vol. 135(C), pages 519-531.
    4. Ye Sang & Eunkyoung Han, 2023. "A win‐win way for corporate and stakeholders to achieve sustainable development: Corporate social responsibility value co‐creation scale development and validation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1177-1190, May.
    5. Peng, Jiamin & Yang, Xiaoyun & Poon, Patrick & Xie, Lishan, 2022. "Enhancing users' well-being in virtual medical tourism communities: A configurational analysis of users’ interaction characteristics and social support," Technology in Society, Elsevier, vol. 71(C).
    6. Cosimato, Silvia & Faggini, Marisa & Prete, Marzia del, 2021. "The co-creation of value for pursuing a sustainable happiness: The analysis of an Italian prison community," Socio-Economic Planning Sciences, Elsevier, vol. 75(C).
    7. Septianto, Felix, 2021. "Every ending is a new beginning: Poignancy increases consumer preferences for self-made products," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 732-748.
    8. Mitrega, Maciej & Klézl, Vojtěch & Spáčil, Vojtěch, 2022. "Systematic review on customer citizenship behavior: Clarifying the domain and future research agenda," Journal of Business Research, Elsevier, vol. 140(C), pages 25-39.
    9. Yu-Shan Huang & Shuqin Wei & Tyson Ang, 2022. "The Role of Customer Perceived Ethicality in Explaining the Impact of Incivility Among Employees on Customer Unethical Behavior and Customer Citizenship Behavior," Journal of Business Ethics, Springer, vol. 178(2), pages 519-535, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rafael Robina-Ramírez & Ana Leal-Solís & José Amelio Medina-Merodio & Rosa Estriegana-Valdehita, 2023. "From satisfaction to happiness in the co-creation of value: the role of moral emotions in the Spanish tourism sector," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(4), pages 3783-3804, August.
    2. Assiouras, Ioannis & Skourtis, George & Giannopoulos, Antonios & Buhalis, Dimitrios & Koniordos, Michalis, 2019. "Value co-creation and customer citizenship behavior," Annals of Tourism Research, Elsevier, vol. 78(C), pages 1-1.
    3. Cosimato, Silvia & Faggini, Marisa & Prete, Marzia del, 2021. "The co-creation of value for pursuing a sustainable happiness: The analysis of an Italian prison community," Socio-Economic Planning Sciences, Elsevier, vol. 75(C).
    4. Ye Sang & Eunkyoung Han, 2023. "A win‐win way for corporate and stakeholders to achieve sustainable development: Corporate social responsibility value co‐creation scale development and validation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1177-1190, May.
    5. Georgia Katsifaraki, 2018. "Value creation in the market ecosystem: A Service-Dominant logic perspective," University of Cyprus Working Papers in Economics 14-2018, University of Cyprus Department of Economics.
    6. Beibei Dong & K. Sivakumar, 2017. "Customer participation in services: domain, scope, and boundaries," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 944-965, November.
    7. Hsiao, Chan & Lee, Yi-Hsuan & Chen, Wan-Jun, 2015. "The effect of servant leadership on customer value co-creation: A cross-level analysis of key mediating roles," Tourism Management, Elsevier, vol. 49(C), pages 45-57.
    8. Navarro, Susana & Llinares, Carmen & Garzon, Dolores, 2016. "Exploring the relationship between co-creation and satisfaction using QCA," Journal of Business Research, Elsevier, vol. 69(4), pages 1336-1339.
    9. Baoliang Hu & Wei Huang & Shuai Yan & Guang Liu & Tao Zhang, 2020. "Business Model Design and Customer Loyalty: The Mediating Role of Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(17), pages 1-14, August.
    10. Trong Tuan Luu, 2019. "CSR and Customer Value Co-creation Behavior: The Moderation Mechanisms of Servant Leadership and Relationship Marketing Orientation," Journal of Business Ethics, Springer, vol. 155(2), pages 379-398, March.
    11. Maria Rosario Perello-Marín & Gabriela Ribes-Giner & Odette Pantoja Díaz, 2018. "Enhancing Education for Sustainable Development in Environmental University Programmes: A Co-Creation Approach," Sustainability, MDPI, vol. 10(1), pages 1-17, January.
    12. Felicitas Evangelista & Maria Estela Varua & Vivienne Saverimuttu & Rina Datt & Hugh Pattinson & Karina Wardle & Anna Evangelista, 2022. "Antecedents and Outcomes of Service Co-Creation in the Sharing Economy," SAGE Open, , vol. 12(2), pages 21582440221, May.
    13. Hussam Al Halbusi & Pedro Jimenez Estevez & Tan Eleen & T. Ramayah & Md Uzir Hossain Uzir, 2020. "The Roles of The Physical Environment, Social Servicescape, Co-Created Value, and Customer Satisfaction in Determining Tourists’ Citizenship Behavior: Malaysian Cultural and Creative Industries," Sustainability, MDPI, vol. 12(8), pages 1-23, April.
    14. Woo, Mina, 2019. "Assessing customer citizenship behaviors in the airline industry: Investigation of service quality and value," Journal of Air Transport Management, Elsevier, vol. 76(C), pages 40-47.
    15. Chan, Kimmy Wa & Gong, Taeshik & Sharma, Piyush & Chu, Candace, 2022. "Demystifying the impact of customer participation on citizenship behaviors through interpersonal attraction and its contingencies," Journal of Business Research, Elsevier, vol. 150(C), pages 297-310.
    16. Giuseppe Russo & Andrea Moretta Tartaglione & Ylenia Cavacece, 2019. "Empowering Patients to Co-Create a Sustainable Healthcare Value," Sustainability, MDPI, vol. 11(5), pages 1-20, March.
    17. Lihong Chen & Habiba Halepoto & Chunhong Liu & Xinfeng Yan & Lijun Qiu, 2022. "Research on Influencing Mechanism of Fashion Brand Image Value Creation Based on Consumer Value Co-Creation and Experiential Value Perception Theory," Sustainability, MDPI, vol. 14(13), pages 1-21, June.
    18. Bu, Yi & Parkinson, Joy & Thaichon, Park, 2022. "Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    19. Revilla-Camacho, María Ángeles & Vega-Vázquez, Manuela & Cossío-Silva, Francisco José, 2015. "Customer participation and citizenship behavior effects on turnover intention," Journal of Business Research, Elsevier, vol. 68(7), pages 1607-1611.
    20. Jordan Etkin & Cassie Mogilner, 2016. "Does Variety Among Activities Increase Happiness?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 210-229.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:jbuset:v:152:y:2018:i:4:d:10.1007_s10551-016-3293-5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.