JOURNAL FEVER 6Director: WendellCast: All Leimens

Action!!!

SCENE 1:WEEKLY PAPER

Do Customers and Employees Enjoy

Service Participation? Synergistic

Effects of Seif- and Other-Efficacy

Journal of Marketing

Date: November 2012

Author: Yim, Chan, Lam

SCENE 2:RESEARCH BACKGROUND

Everyone now recognizes the value of

customer participation in service process.

But relatively little is known about

whether and how it creates an enjoyable

experience for customers and service

employees and the consequential outcomes of

this positive affective experience.

SCENE 3: THEORY REVIEW

Social Cognition Theoryexamine how customers and employees derive enjoyment from customer participation condition on their perceived efficacy(Self and Other).

Self-efficacy, Other-efficacyParticipation enjoyment => achieve higher quality perception

Value co-creation => synergy

Flow TheoryFramework to conceptualize the relationships among CP

SCENE 4 :SOMETHING IS IN THE DETAILS Based on the past researches…

1. Although CP offers customized benefits, it also

increases employee’s and customer’s stress

(Skill requirement vs self-confidence vs self-efficacy)

2. The mediating role of value co-creation

3. The importance of hedonic pursuing of pleasure

in the consumption experience

SCENE 4 :SOMETHING IS IN THE DETAILS

Controversial Perspectives…

The role of Self-Efficacy?

Moderator in the co-creation process

Antecedent to customer participation

persistent view, rather than a

short-term behavior

DO CUSTOMERS AND EMPLOYEES ENJOY SERVICE PARTICIPATION? SYNERGISTIC EFFECTS OF SEIF- AND

OTHER-EFFICACY

SCENE 5 : HYPOTHESES

SCENE 5 : HYPOTHESES

SCENE 5 : HYPOTHESES

SCENE 5 : HYPOTHESES

SCENE 5 : HYPOTHESES

SCENE 6 :SAMPLE & METHODS Research Sample: Hong Kong Bank 223 matched sample(customer vs employee)

Self-Efficacy, Other-Efficacy Measurement Questionaire (previous research, back-translation)

246 of 376 employee (65% response rate) 953 of 1869 customers (51% response rate)

Methods: Construct Validity: Confirmatory Factor Analysis Mediation Test: Baron and Kenny(1986)

SCENE 7 : RESULTS

SCENE 7 : RESULTS

SCENE 7 : RESULTS

SCENE 7 : RESULTS

SCENE 7 : SUMMARYThis study aims to complement extant research by ascertaining the effectiveness of CP for both

customers and service employees from an experiential perspective

Managerial Implication:

1. Help customers cultivate enjoyable experience from their participation

2. Foster customers' (and employees' ) SE of participation.

3. Enhance customers' OE beliefs