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A mechanism of mutually beneficial relationships between employees and consumers: A dyadic analysis of employee–consumer interaction

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  • Kyungyeol (Anthony) Kim
  • Kevin K. Byon

Abstract

•We test a conceptual model examining the extent to which employee behaviors influence consumer behaviors in high-contact sport service setting.•We advance sport service research by investigating both positive and negative employee behaviors and their influence on sport consumer behavior.•The current research makes a methodological contribution by utilizing a dyadic method to avoid the threat of systematic common method bias.Although sport management researchers concur with one another regarding the significance of interaction between employees and consumers in shaping the consumers’ attitudes and behaviors, the vast majority of previous studies are largely isolated such that they take assessment exclusively from one side of the dyad—either employees or consumers. The authors seek to advance the current body of knowledge by utilizing a dyadic method that includes judgments provided by employees as well as one of each employee’s consumers in a high-contact sport service context (i.e., multi-purpose fitness centers). As such, the authors investigate how employee citizenship behavior and deviance behavior influence consumer citizenship behavior and participative behavior through consumers’ perceived service quality and satisfaction with employees. The results indicated that employee citizenship behavior positively and deviance behavior negatively shaped consumers’ perceptions of service quality, whereas the negative moderating effect of employee deviance behavior between employee citizenship behavior and service quality was not supported. Satisfaction with employees significantly mediated the relationship between service quality and consumer citizenship behavior but not between service quality and consumer participative behavior. Theoretical, methodological, and practical implications derived from this study are discussed.

Suggested Citation

  • Kyungyeol (Anthony) Kim & Kevin K. Byon, 2018. "A mechanism of mutually beneficial relationships between employees and consumers: A dyadic analysis of employee–consumer interaction," Sport Management Review, Taylor & Francis Journals, vol. 21(5), pages 582-595, December.
  • Handle: RePEc:taf:rsmrxx:v:21:y:2018:i:5:p:582-595
    DOI: 10.1016/j.smr.2018.01.003
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    Citations

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    Cited by:

    1. Xiaowei Jiang & Andrew Kim & Kyungyeol (Anthony) Kim & Qian Yang & Jerónimo García-Fernández & James J. Zhang, 2021. "Motivational Antecedents, Value Co-Creation Process, and Behavioral Consequences in Participatory Sport Tourism," Sustainability, MDPI, vol. 13(17), pages 1-16, September.
    2. Woo-yeul Baek & Hyun-seok Song & Doo-Han Kim & Kevin K. Byon, 2020. "Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism," Sustainability, MDPI, vol. 12(8), pages 1-13, April.
    3. Tsai, Pei-Hsuan & Tang, Jia-Wei & Chen, Chih-Jou, 2022. "Partnerships that go places: How to successfully market products from vendor partners at retail stores from the vendors’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. 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.
    5. Amin, Muhammad & Khan, Imran & Shamim, Amjad & Ting, Ding Hooi & Jan, Amin & Abbasi, Amir Zaib, 2024. "Employee motivations in shaping customer value co-creation attitude and behavior: Job position as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    6. Shokouhyar, Sajjad & Shokoohyar, Sina & Safari, Sepehr, 2020. "Research on the influence of after-sales service quality factors on customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    7. 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.
    8. Le, Hoang Tran Phuoc Mai & Kim, Dongyoup & Park, Jungkun, 2024. "The way to generate customer citizenship behavior with customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    9. Ardvin Kester S. Ong & Yogi Tri Prasetyo & Kerr Lorenzo Picazo & Kim Aaron Salvador & Bobby Ardiansyah Miraja & Yoshiki B. Kurata & Thanatorn Chuenyindee & Reny Nadlifatin & Anak Agung Ngurah Perwira , 2021. "Gym-Goers Preference Analysis of Fitness Centers during the COVID-19 Pandemic: A Conjoint Analysis Approach for Business Sustainability," Sustainability, MDPI, vol. 13(18), pages 1-17, September.
    10. Hyunseok Song & Kevin K. Byon, 2021. "Moderating Effect of the Power–Distance Belief on the Relationship between Employees’ Service Failures and Customers’ Behavioral Outcomes in the Sport Service Industry," IJERPH, MDPI, vol. 18(5), pages 1-16, March.
    11. Kyungyeol (Anthony) Kim & Kevin K. Byon & Heedong Choi, 2020. "A Conceptual Analysis of Switching Costs: Implications for Fitness Centers," Sustainability, MDPI, vol. 12(9), pages 1-16, May.
    12. Wu, Ruijuan & Li, Peiyu, 2023. "Continuance intention to use self-delivery boxes: An empirical study in Tianjin, China," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).

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