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Enhancing customer self-efficacy in co-producing service experiences

Author

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  • Ford, Robert C.
  • Dickson, Duncan R.

Abstract

The service sector is dependent upon customers’ willingness to contribute their knowledge, skills, and abilities to co-produce the service experiences they want and expect. Service organizations therefore seek to employ strategies that will enhance their customers’ ability to do whatever they must to be successful in co-producing those experiences. Applying the concept of self-efficacy, we offer a theory-based approach to developing these strategies that firms may utilize. These strategies involve focusing both employee training and environmental cues on how to enhance the self-efficacy of the customer in performing whatever tasks are necessary toward a successful service experience.

Suggested Citation

  • Ford, Robert C. & Dickson, Duncan R., 2012. "Enhancing customer self-efficacy in co-producing service experiences," Business Horizons, Elsevier, vol. 55(2), pages 179-188.
    • Handle: RePEc:eee:bushor:v:55:y:2012:i:2:p:179-188
    DOI: 10.1016/j.bushor.2011.11.005
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    References listed on IDEAS

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    1. Cheung, Millissa F.Y. & To, W.M., 2011. "Customer involvement and perceptions: The moderating role of customer co-production," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 271-277.
    2. Beck, James W. & Gregory, Jane Brodie & Carr, Alison E., 2009. "Balancing Development With Day-to-Day Task Demands: A Multiple-Goal Approach to Executive Coaching," Industrial and Organizational Psychology, Cambridge University Press, vol. 2(3), pages 293-296, September.
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    Cited by:

    1. Minvielle, Etienne & Waelli, Mathias & Sicotte, Claude & Kimberly, John R., 2014. "Managing customization in health care: A framework derived from the services sector literature," Health Policy, Elsevier, vol. 117(2), pages 216-227.
    2. Daniel R Clark & Dan Li & Dean A Shepherd, 2018. "Country familiarity in the initial stage of foreign market selection," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 49(4), pages 442-472, May.
    3. Ford, Robert C. & McColl-Kennedy, Janet R., 2015. "Organizational strategies for filling the customer can-do/must-do gap," Business Horizons, Elsevier, vol. 58(4), pages 459-468.
    4. Andrews A. Yalley, 2022. "Customer readiness to co-production of mobile banking services: a customer-only co-production perspective," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(2), pages 81-95, June.
    5. 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.
    6. Yen-Hao Hsieh & I-Chun Chuang, 2020. "Evaluation of key factors for service experience: A comparison of tourism factories and international tourism hotels," Tourism Economics, , vol. 26(3), pages 404-436, May.
    7. Ruwan Abeysekera & Dean Patton & Andrew Mullineux, 2015. "Co-Production in Business Counselling in Microfinance Setting: A Conceptual Approach," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 23(03), pages 299-319, September.

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