Effects of firm presence in customer-owned touch points: A self-determination perspective

Customer-owned touch points have emerged as a central context for customers to consume, contribute, and create content while interacting with one another on social media. Research on how firms’ attempts to intervene in such forums affect customers’ experience supremacy is still in its infancy. This study attempts to address this limitation, suggesting a framework for understanding firms’ impact on customer experience in customer-owned forums. Towards this aim, we adopt self-determination theory as a theoretical lens, and, empirically draw on interview material gleaned from customer-owned touch point users. The results show that companies’ attempt to control the discussions in such forums may have a negative impact on customers' experiences when it undermines their sense of autonomy, relatedness, and competence. However, firms’ intervention is welcome when the intention is to add value, enabling customers to retain or enhance their feeling of self-efficacy and social esteem.