journal fever 6 wendell
TRANSCRIPT
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JOURNAL FEVER 6Director: WendellCast: All Leimens
Action!!!
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SCENE 1:WEEKLY PAPER
Do Customers and Employees Enjoy
Service Participation? Synergistic
Effects of Seif- and Other-Efficacy
Journal of Marketing
Date: November 2012
Author: Yim, Chan, Lam
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SCENE 2:RESEARCH BACKGROUND
Everyone now recognizes the value of
customer participation in service process.
But relatively little is known about
whether and how it creates an enjoyable
experience for customers and service
employees and the consequential outcomes of
this positive affective experience.
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SCENE 3: THEORY REVIEW
Social Cognition Theoryexamine how customers and employees derive enjoyment from customer participation condition on their perceived efficacy(Self and Other).
Self-efficacy, Other-efficacyParticipation enjoyment => achieve higher quality perception
Value co-creation => synergy
Flow TheoryFramework to conceptualize the relationships among CP
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SCENE 4 :SOMETHING IS IN THE DETAILS Based on the past researches…
1. Although CP offers customized benefits, it also
increases employee’s and customer’s stress
(Skill requirement vs self-confidence vs self-efficacy)
2. The mediating role of value co-creation
3. The importance of hedonic pursuing of pleasure
in the consumption experience
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SCENE 4 :SOMETHING IS IN THE DETAILS
Controversial Perspectives…
The role of Self-Efficacy?
Moderator in the co-creation process
Antecedent to customer participation
persistent view, rather than a
short-term behavior
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DO CUSTOMERS AND EMPLOYEES ENJOY SERVICE PARTICIPATION? SYNERGISTIC EFFECTS OF SEIF- AND
OTHER-EFFICACY
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SCENE 5 : HYPOTHESES
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SCENE 5 : HYPOTHESES
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SCENE 5 : HYPOTHESES
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SCENE 5 : HYPOTHESES
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SCENE 5 : HYPOTHESES
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SCENE 6 :SAMPLE & METHODS Research Sample: Hong Kong Bank 223 matched sample(customer vs employee)
Self-Efficacy, Other-Efficacy Measurement Questionaire (previous research, back-translation)
246 of 376 employee (65% response rate) 953 of 1869 customers (51% response rate)
Methods: Construct Validity: Confirmatory Factor Analysis Mediation Test: Baron and Kenny(1986)
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SCENE 7 : RESULTS
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SCENE 7 : RESULTS
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SCENE 7 : RESULTS
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SCENE 7 : RESULTS
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SCENE 7 : SUMMARYThis study aims to complement extant research by ascertaining the effectiveness of CP for both
customers and service employees from an experiential perspective
Managerial Implication:
1. Help customers cultivate enjoyable experience from their participation
2. Foster customers' (and employees' ) SE of participation.
3. Enhance customers' OE beliefs
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