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Service Locus of Control and Customer Coproduction : The Role of Prior Service Experience and Organizational Socialization

Author

Listed:
  • Marion Büttgen

    (Universität Hohenheim)

  • Jan Schumann

    (TUM - Technische Universität Munchen - Technical University Munich - Université Technique de Munich)

  • Zelal Ates

    (EM - EMLyon Business School)

Abstract

Customer coproduction is highly relevant for service firms and has attracted significant academic attention. Whereas prior research has addressed several drivers of customer coproduction behavior, such as motivation, ability, or knowledge, it has hardly addressed the role of customer control beliefs or their drivers. This research proposes that specific beliefs about the service locus of control (SLOC) influence coproduction behaviors and that SLOC beliefs themselves depend on customers' prior comparable reinforcement experiences and the socialization activities of the service provider. The test of the proposed model includes 2,679 customers of a service firm that provides health-related strength training, a context that relies heavily on coproduction. The results show that SLOC beliefs, especially customers' internal SLOC, drive coproduction. Service providers can influence internal SLOC with organizational socialization activities, particularly when the customer possesses prior experience with the service provider. Prior comparable reinforcement experiences are less relevant drivers though, which emphasizes the importance of proactive, repeated socialization activities by service providers.

Suggested Citation

  • Marion Büttgen & Jan Schumann & Zelal Ates, 2012. "Service Locus of Control and Customer Coproduction : The Role of Prior Service Experience and Organizational Socialization," Post-Print hal-02312729, HAL.
    • Handle: RePEc:hal:journl:hal-02312729
    DOI: 10.1177/1094670511435564
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    Citations

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    Cited by:

    1. Mohita Maggon & Harish Chaudhry, 2017. "Validating Service Locus of Control Scale for Hotels in Sample of Indian Business Travelers," Jindal Journal of Business Research, , vol. 6(2), pages 97-107, December.
    2. Anna S. Cui & Fang Wu, 2016. "Utilizing customer knowledge in innovation: antecedents and impact of customer involvement on new product performance," Journal of the Academy of Marketing Science, Springer, vol. 44(4), pages 516-538, July.
    3. HsiuJu Rebecca Yen & Hoa Pham Thi & Eldon Y. Li, 2021. "Understanding customer-centric socialization in tourism services," Service Business, Springer;Pan-Pacific Business Association, vol. 15(4), pages 695-723, December.
    4. Sheng, Margaret L. & Natalia, Natalia & Hsieh, C.Y., 2022. "Reconceptualizing value creation: Exploring the role of goal congruence in the Co-creation process," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Straus, Lennart & Robbert, Thomas & Roth, Stefan, 2016. "Customer participation in the customization of services: Effects on satisfaction and behavioral intentions," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 9(1), pages 498-517.
    6. Tsou, Hung-Tai & Hsu, Sheila Hsuan-Yu, 2015. "Performance effects of technology–organization–environment openness, service co-production, and digital-resource readiness: The case of the IT industry," International Journal of Information Management, Elsevier, vol. 35(1), pages 1-14.
    7. Sivakumar, S. & Mahadevan, B., 2021. "Configuring and pricing smart coproductive services," European Journal of Operational Research, Elsevier, vol. 294(2), pages 779-789.
    8. Rémi Mencarelli & Renaud Lunardo & Cindy Lombart & Markus Blut & Ericka Henon, 2022. "Perceiving Control over the Exchange on Peer-to-Peer Platforms: Measurement and Effects in the Second-Hand Market," Marketing Letters, Springer, vol. 33(3), pages 523-541, September.
    9. Meghan Alexander & Suraje Dessai, 2019. "What can climate services learn from the broader services literature?," Climatic Change, Springer, vol. 157(1), pages 133-149, November.

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