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The influences of cooperative climate, competitive climate and customer empowerment on service creativity

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  • Lee, Tingko
  • Sam Liu, Chih-Hsing
  • Li, Pei-Hsun

Abstract

To extend the relationship between customer empowerment and creativity, this study explores the mediating effects of intrinsic and extrinsic motivations (individual level). The study aims to clarify whether cooperative and competitive climates influence service creativity through intrinsic and extrinsic motivations (across level). A matching sample of 333 coaches and customers from 30 stores in the fitness industry was used to examine the study hypotheses by employing Mplus 8.3 statistical software. The results show that (1) customer empowerment and cooperative climate have significant positive effects on service creativity (that is, the service creativity of coaches); (2) the intrinsic motivation of coaches mediates the relationship between customer empowerment and service creativity; and (3) the intrinsic motivation of coaches mediates the relationship between cooperative climate and service creativity, but the mediating mechanism of extrinsic motivation does not exist in the relationship between competitive climate and service creativity.

Suggested Citation

  • Lee, Tingko & Sam Liu, Chih-Hsing & Li, Pei-Hsun, 2021. "The influences of cooperative climate, competitive climate and customer empowerment on service creativity," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921002927
    DOI: 10.1016/j.jretconser.2021.102726
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    References listed on IDEAS

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    Cited by:

    1. Das, Kallol & Patel, Jayesh D. & Sharma, Anuj & Shukla, Yupal, 2023. "Creativity in marketing: Examining the intellectual structure using scientometric analysis and topic modeling," Journal of Business Research, Elsevier, vol. 154(C).
    2. Radha Yadav & Dharmendra Kumar & Anil Kumar & Sunil Luthra, 2023. "How does anticipatory trauma reaction and climate‐friendly behaviour make an affect at the individual level? The role of social norms and self‐efficacy," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4028-4045, November.
    3. Zhang, Xingyi & Singh, Smita & Li, Jing & Shao, Xiaolong, 2024. "Exploring the effects of value co-creation strategies in event services on attendees’ citizenship behaviors: The roles of customer empowerment and psychological ownership," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    4. Raggiotto, Francesco & Compagno, Cristiana & Scarpi, Daniele, 2023. "Care management to improve retail customers' and employees’ satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).

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