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Does Raising Value Co-creation Increase All Customers’ Happiness?

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Abstract

Happiness, defined as a state of well-being and contentment, is a central human goal. Despite advances in customer behavior research related to value co-creation, the link between customer happiness and these behaviors remains unclear. This study therefore examines customers’ in-role participation behavior and extra-role citizenship behavior to determine their influence on customers’ happiness. Customer participation and citizenship behaviors relate positively to customers’ perceptions of both service performance and their contributions to others’ welfare. In addition, collectivism moderates the relationship between perceived contributions to others’ welfare and happiness; individualism instead moderates the relationship between perceived service performance and happiness. These findings provide both managerial implications and directions for business marketing ethics.

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Author information

Authors and Affiliations

  1. Department of Information Management, National Central University, 300, Jhongda Rd., Jhongli City, Taoyuan County, Taiwan, ROC

    Yi-Ching Hsieh & Wei-Yun Lin

  2. Institute of Technology Management, National Tsing Hua University, 101, Section 2, Kuang-Fu Road, Hsinchu, Taiwan, ROC

    Hung-Chang Chiu & Yun-Chia Tang

  3. Department of International Business, Tunghai University, 1727, Section 4, Taiwan Boulevard, Xitun District, Taichung City, Taiwan, ROC

    Yun-Chia Tang

Authors
  1. Yi-Ching Hsieh
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  2. Hung-Chang Chiu
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  3. Yun-Chia Tang
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  4. Wei-Yun Lin
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Corresponding author

Correspondence to Yun-Chia Tang.

Appendix: Measurement Items

Appendix: Measurement Items

Customer Participation Behavior

Information Seeking

  1. 1.

    I have asked others for information on what this service offers.

  2. 2.

    I have searched for information on where this service is located.

  3. 3.

    I have paid attention to how others behave to use this service well.

Information Sharing

  1. 4.

    I clearly explained what I wanted the employee to do.

  2. 5.

    I gave the employee proper information.

  3. 6.

    I provided necessary information so that the employee could perform his or her duties.

  4. 7.

    I answered all the employee’s service-related questions.

Responsible Behavior

  1. 8.

    I performed all the tasks that are required.

  2. 9.

    I followed the employee’s directives or orders.

  3. 10.

    I adequately completed all the expected behaviors.

Personal Interaction

  1. 11.

    I was friendly to the employee.

  2. 12.

    I was kind to the employee.

  3. 13.

    I was polite to the employee.

  4. 14.

    I was courteous to the employee.

Customer Citizenship Behavior

Helping

  1. 1.

    I assisted other customers when they needed my help.

  2. 2.

    I helped other customers when they seemed to have problems.

  3. 3.

    I taught other customers to use the service correctly.

  4. 4.

    I gave advice to other customers.

Tolerance

  1. 5.

    If service is not delivered as expected, I would be willing to put up with it

  2. 6.

    If the employee makes a mistake during service delivery, I would be willing to be patient.

  3. 7.

    If I have to wait longer than I normally expected to receive the service, I would be willing to adapt

Feedback

  1. 8

    If I have a useful idea on how to improve service, I let the employee know.

  2. 9.

    When I receive good service from the employee, I comment about it.

  3. 10.

    When I experience a problem, I let the employee know about it.

Advocacy

  1. 11.

    I said positive things about the travel agency and the employee to others.

  2. 12.

    I recommended the travel agency and the employee to others.

  3. 13.

    I encouraged friends and relatives to use the travel agency.

Perceived service Performance

My co-creation made the service…

  1. 1.

    Higher quality.

  2. 2.

    More customized.

  3. 3.

    More professional.

  4. 4.

    Less service failure.

Perceived Contribution in Others’ Welfare

  1. 1.

    I feel that my co-creation made a positive difference in other people’s lives.

  2. 2.

    My co-creation benefited others.

  3. 3.

    I was aware of the positive impact my work had on others.

  4. 4.

    My co-creation had a positive impact on others.

Happiness

  1. 1.

    I lead a purposeful and meaningful life.

  2. 2.

    My social relationships are supportive and rewarding.

  3. 3.

    I am engaged and interested in my daily activities.

  4. 4.

    I actively contribute to the happiness and well-being of others.

  5. 5.

    I am competent and capable in the activities that are important to me.

  6. 6.

    I am a good person and live a good life.

  7. 7.

    People respect me.

  8. 8.

    I am optimistic about my future.

  9. 9.

    In most ways my life is close to my ideal.

  10. 10.

    The conditions of my life are excellent.

  11. 11.

    I am satisfied with my life.

  12. 12.

    So far I have gotten the important things I want in life.

  13. 13.

    If I could live my life over, I would change almost nothing.

Individualism/Collectivism

Individualism

  1. 1.

    I’d rather depend on myself than others.

  2. 2.

    I rely on myself most of the time; I rarely rely on others.

  3. 3.

    I often do “my own thing.”

  4. 4.

    My personal identity, independent of others, is very important to me.

  5. 5.

    It is important that I do my job better than others.

  6. 6.

    Winning is everything.

  7. 7.

    Competition is the law of nature.

  8. 8.

    When another person does better than I do, I get tense and aroused.

Collectivism

  1. 9.

    If a coworker gets a prize, I would feel proud.

  2. 10.

    The well-being of my coworkers is important to me.

  3. 11.

    To me, pleasure is spending time with others.

  4. 12.

    I feel good when I cooperate with others.

  5. 13.

    Parents and children must stay together as much as possible.

  6. 14.

    It is my duty to take care of my family, even when I have to sacrifice what I want.

  7. 15.

    Family members should stick together, no matter what sacrifices are required.

  8. 16.

    It is important to me that I respect the decisions made by my groups.

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Hsieh, YC., Chiu, HC., Tang, YC. et al. Does Raising Value Co-creation Increase All Customers’ Happiness?. J Bus Ethics 152, 1053–1067 (2018). https://doi.org/10.1007/s10551-016-3293-5

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