IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v92y2018icp9-24.html

Customer value co-creation behavior: A dyadic exploration of the influence of salesperson emotional intelligence on customer participation and citizenship behavior

Author

Listed:
  • Delpechitre, Duleeep
  • Beeler-Connelly, Lisa L.
  • Chaker, Nawar N.

Abstract

Co-creation is often considered a significant process firms use to sustain a competitive advantage. However, the literature contains limited information about the role salespeople play in regard to customer value co-creation behaviors. Building on social exchange theory and data from a sample of 224 business-to-business salespeople and their customers, this study posits that salesperson emotional intelligence and empathy are key influencers of customer participation, customer citizenship behavior, and commitment to the salesperson. In addition, the findings reveal the salesperson's ability to perceive, understand, and regulate emotions affects customer value co-creation behaviors differently. The findings of this study thus highlight the increasing perception of salespeople as crucial boundary spanners that greatly influence customer value co-creation behaviors.

Suggested Citation

  • Delpechitre, Duleeep & Beeler-Connelly, Lisa L. & Chaker, Nawar N., 2018. "Customer value co-creation behavior: A dyadic exploration of the influence of salesperson emotional intelligence on customer participation and citizenship behavior," Journal of Business Research, Elsevier, vol. 92(C), pages 9-24.
    • Handle: RePEc:eee:jbrese:v:92:y:2018:i:c:p:9-24
    DOI: 10.1016/j.jbusres.2018.05.007
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296318302327
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2018.05.007?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

    for a different version of it.

    References listed on IDEAS

    as
    1. Kohtamäki, Marko & Partanen, Jukka, 2016. "Co-creating value from knowledge-intensive business services in manufacturing firms: The moderating role of relationship learning in supplier–customer interactions," Journal of Business Research, Elsevier, vol. 69(7), pages 2498-2506.
    2. Pera, Rebecca & Occhiocupo, Nicoletta & Clarke, Jackie, 2016. "Motives and resources for value co-creation in a multi-stakeholder ecosystem: A managerial perspective," Journal of Business Research, Elsevier, vol. 69(10), pages 4033-4041.
    3. Stock, Ruth & Hoyer, Wayne, 2005. "An Attitude-Behavior Model of Salespeople’s Customer Orientation," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 60479, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    4. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    5. Cossío-Silva, Francisco-José & Revilla-Camacho, María-Ángeles & Vega-Vázquez, Manuela & Palacios-Florencio, Beatriz, 2016. "Value co-creation and customer loyalty," Journal of Business Research, Elsevier, vol. 69(5), pages 1621-1625.
    6. Prentice, Catherine & King, Brian E.M., 2013. "Impacts of personality, emotional intelligence and adaptiveness on service performance of casino hosts: A hierarchical approach," Journal of Business Research, Elsevier, vol. 66(9), pages 1637-1643.
    7. Sony, Michael & Mekoth, Nandakumar, 2016. "The relationship between emotional intelligence, frontline employee adaptability, job satisfaction and job performance," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 20-32.
    8. 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.
    9. Payne, Adrian & Storbacka, Kaj & Frow, Pennie & Knox, Simon, 2009. "Co-creating brands: Diagnosing and designing the relationship experience," Journal of Business Research, Elsevier, vol. 62(3), pages 379-389, March.
    10. 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.
    11. N. Paparoidamis & P. Guenzi, 2009. "An empirical investigation into the impact of relationship selling and LMX on salespeople's behaviours and sales effectiveness," Post-Print hal-00325582, HAL.
    12. Roman, Sergio & Ruiz, Salvador, 2005. "Relationship outcomes of perceived ethical sales behavior: the customer's perspective," Journal of Business Research, Elsevier, vol. 58(4), pages 439-445, April.
    13. Mulki, Jay Prakash & Jaramillo, Fernando & Goad, Emily A. & Pesquera, Martha Rivera, 2015. "Regulation of emotions, interpersonal conflict, and job performance for salespeople," Journal of Business Research, Elsevier, vol. 68(3), pages 623-630.
    14. Grandey, Alicia A. & Fisk, Glenda M. & Mattila, Anna S. & Jansen, Karen J. & Sideman, Lori A., 2005. "Is "service with a smile" enough? Authenticity of positive displays during service encounters," Organizational Behavior and Human Decision Processes, Elsevier, vol. 96(1), pages 38-55, January.
    15. Ramaswamy, Venkat & Ozcan, Kerimcan, 2018. "What is co-creation? An interactional creation framework and its implications for value creation," Journal of Business Research, Elsevier, vol. 84(C), pages 196-205.
    16. Stock, Ruth & Hoyer, Wayne, 2005. "An Attitude-Behavior Model of Salespeople’s Customer Orientation," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 35542, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    17. Vargo, Stephen L. & Maglio, Paul P. & Akaka, Melissa Archpru, 2008. "On value and value co-creation: A service systems and service logic perspective," European Management Journal, Elsevier, vol. 26(3), pages 145-152, June.
    18. Jasmin Baumann & Kenneth Le Meunier-FitzHugh, 2014. "Trust as a facilitator of co-creation in customer-salesperson interaction – an imperative for the realization of episodic and relational value?," AMS Review, Springer;Academy of Marketing Science, vol. 4(1), pages 5-20, June.
    19. Black, Iain & Veloutsou, Cleopatra, 2017. "Working consumers: Co-creation of brand identity, consumer identity and brand community identity," Journal of Business Research, Elsevier, vol. 70(C), pages 416-429.
    20. Richard G. McFarland & Joseph C. Rode & Tasadduq A. Shervani, 2016. "A contingency model of emotional intelligence in professional selling," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 108-118, January.
    21. 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.
    22. Henry Kaiser, 1974. "An index of factorial simplicity," Psychometrika, Springer;The Psychometric Society, vol. 39(1), pages 31-36, March.
    23. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    24. Gremler, Dwayne D. & Gwinner, Kevin P., 2008. "Rapport-Building Behaviors Used by Retail Employees," Journal of Retailing, Elsevier, vol. 84(3), pages 308-324.
    25. Chong Ju Choi & Carla C. J. M. Millar & Caroline Y. L. Wong, 2005. "Knowledge and Exchange," Palgrave Macmillan Books, in: Knowledge Entanglements, chapter 0, pages 65-76, Palgrave Macmillan.
    Full references (including those not matched with items on IDEAS)

    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. Anthony Okoeguale, 2023. "Brand Value Co-creation Revisited: A Critical Review of Studies," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, March.
    2. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 0. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-15.
    3. Lee, Hsin-Yun & Grinevich, Vadim & Chipulu, Maxwell, 2023. "How can value co-creation be integrated into a customer experience evaluation?," European Management Journal, Elsevier, vol. 41(4), pages 521-533.
    4. Hardcastle, Kimberley & Edirisingha, Prabash & Cook, Paul & Sutherland, Matthew, 2025. "The co-existence of brand value co-creation and co-destruction across the customer journey in a complex higher education brand," Journal of Business Research, Elsevier, vol. 186(C).
    5. Matti Haverila & Kai Haverila & Caitlin McLaughlin & Mehak Arora, 2022. "Engagement, participation, and relationship quality in the context of co-creation in brand communities," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(3), pages 232-249, September.
    6. Nitin Sachdeva & Ashish Kumar Rathore & Neena Sondhi & Umesh Bamel, 2025. "Manifestation of customer value co-creation behaviour in the automobile industry: a perspective from Twitter analytics," Electronic Commerce Research, Springer, vol. 25(3), pages 1935-1972, June.
    7. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 2020. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 466-480, July.
    8. Siano, Alfonso & Vollero, Agostino & Bertolini, Alessandra, 2022. "From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives," Journal of Business Research, Elsevier, vol. 152(C), pages 372-386.
    9. Liu, Xiaodi & Pang, Qiwei & Yuen, Kum Fai & Wang, Xueqin, 2025. "Transforming last-mile delivery into marketplaces of logistics services: An investigation on consumer participation motives, resources, and contextual differences," Journal of Business Research, Elsevier, vol. 200(C).
    10. He Huang, 2019. "How Does Information Transmission Influence the Value Creation Capability of a Digital Ecosystem? An Empirical Study of the Crypto-Digital Ecosystem Ethereum," Sustainability, MDPI, vol. 11(19), pages 1-16, September.
    11. Barbara Aquilani & Cecilia Silvestri & Alessandro Ruggieri, 2016. "Sustainability, TQM and Value Co-Creation Processes: The Role of Critical Success Factors," Sustainability, MDPI, vol. 8(10), pages 1-23, October.
    12. Babakus, Emin & Yavas, Ugur & Ashill, Nicholas J., 2009. "The Role of Customer Orientation as a Moderator of the Job Demand–Burnout–Performance Relationship: A Surface-Level Trait Perspective," Journal of Retailing, Elsevier, vol. 85(4), pages 480-492.
    13. Badra Sandamali Galdolage, 2021. "Barriers for Entering the Digital World: Exploring Customer Value Co-destruction in Self-Service Technologies," FIIB Business Review, , vol. 10(3), pages 276-289, September.
    14. 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.
    15. Nathalie Peña-García & Mauricio Losada-Otálora & Jorge Juliao-Rossi & Augusto Rodríguez-Orejuela, 2021. "Co-Creation of Value and Customer Experience: An Application in Online Banking," Sustainability, MDPI, vol. 13(18), pages 1-14, September.
    16. Nardi, Vinicius Antonio Machado & Jardim, William Carvalho & Ladeira, Wagner Júnior & Santini, Fernando, 2020. "A meta-analysis of the relationship between customer participation and brand outcomes," Journal of Business Research, Elsevier, vol. 117(C), pages 450-460.
    17. Christian Narh Opata & Wen Xiao & Angela Abena Nusenu & Stephen Tetteh & Tettey-Wayo John Narh, 2020. "Customer Value Co-Creation in the Automobile Industry: Antecedents, Satisfaction, and Moderation," SAGE Open, , vol. 10(3), pages 21582440209, August.
    18. Rodríguez-Rad, Carlos & Sánchez del Rio-Vázquez, María-Elena, 2023. "The relevance of participation Behavior, organizational Commitment, and attitudinal loyalty to the management of professional associations," Journal of Business Research, Elsevier, vol. 154(C).
    19. 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.
    20. Renata Klafke & Simone Didonet, 2024. "The Yin and Yang Model of Value Co-Creation in the Non-Profit Sector," Business Perspectives and Research, , vol. 12(4), pages 647-660, October.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    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:eee:jbrese:v:92:y:2018:i:c:p:9-24. 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: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    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.