ABSTRACT

This study investigates the chain effect of customer value co-creation behaviour on the customerization capability and service capability of service firms and, ultimately, customer perceived value. The study evaluates the moderating roles of the level of technologization and relationship marketing orientation in the relationship between customer value co-creation behaviour and the capabilities of firms. The data were collected from dyadic interaction between customers and the service staff of service firms in Vietnam through surveys. The results show that customer citizenship behaviour and participation behaviour are differentially linked to the customerization capability, and service capability of service firms, which in turn affect customer perceived values. Relationship marketing orientation serves as a significant moderator for customerization capability, yet it is not a significant moderator for service capability. Surprisingly, the level of technologization does not significantly moderate for both customerization capability and service capability. The study advances the literature of value co-creation and offers useful managerial implications.

摘要

本研究调查了客户价值共创行为对服务企业的客户化能力和服务能力以及最终客户感知价值的连锁效应。该研究评估了技术化水平和关系营销导向在客户价值共创行为与企业能力之间的关系中的调节作用。这些数据是通过调查从客户与越南服务公司的服务人员之间的二元互动中收集的。结果表明，客户公民行为和参与行为与服务企业的客户化能力和服务能力存在差异，进而影响客户感知价值。关系营销导向是客户化能力的重要调节器，但不是服务能力的重要调节器。令人惊讶的是，无论是客户化能力还是服务能力，技术化水平都没有显着降低。该研究推进了价值共创的文献，并提供了有用的管理意义。