Journal
JOURNAL OF RETAILING
Volume 83, Issue 3, Pages 359-370Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jretai.2007.03.001
Keywords
financial services; customer loyalty; co-production; medical services; customer value
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Recent developments in marketing thought and practice highlight the opportunities that co-production of services provide for creating customer value. The authors propose a model of co-production with which they investigate the links between co-production and customer loyalty and the factors likely to increase the level of co-production in a financial services context, with support from an investigation in the medical services context. Further, the authors consider the relationships of customer expertise, customer-advisor communication, customer affective commitment, and interactional justice with the level of co-production. On the basis of testing with a sample of 1, 197 customers of a large multinational financial services organization and 100 patients of medical services, the model is partially supported. Therefore, the authors suggest that co-production may have an important role as a basis for competition in the financial services industry. (c) 2007 New York University. Published by Elsevier Inc. All rights reserved.
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