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

Author

Listed:
  • Yi-Ching Hsieh

    (National Central University)

  • Hung-Chang Chiu

    (National Tsing Hua University)

  • Yun-Chia Tang

    (National Tsing Hua University
    Tunghai University)

  • Wei-Yun Lin

    (National Central University)

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.

Suggested Citation

  • Yi-Ching Hsieh & Hung-Chang Chiu & Yun-Chia Tang & Wei-Yun Lin, 2018. "Does Raising Value Co-creation Increase All Customers’ Happiness?," Journal of Business Ethics, Springer, vol. 152(4), pages 1053-1067, November.
    • Handle: RePEc:kap:jbuset:v:152:y:2018:i:4:d:10.1007_s10551-016-3293-5
    DOI: 10.1007/s10551-016-3293-5
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