Antecedents and consequences of effective customer participation: the role of customer education and service modularity

IF 3.9 3区管理学 Q2 BUSINESS

Journal of Service Theory and Practice Pub Date : 2023-08-01 DOI:10.1108/jstp-08-2022-0171

Syed Aamir Ali Shah, M. Jajja, K. A. Chatha

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引用次数: 0

Abstract

PurposeUsing multiple theoretical lenses, the paper develops and empirically tests a service design-based framework of effective customer participation (CP) in service delivery. Particularly, the paper examines the impact of customer education on effective CP, besides the latter's effect on service quality. The direct and moderating effect of service modularity on the association between customer education and effective CP is also studied.Design/methodology/approachCovariance-based structural equation modeling is used to test the hypotheses using the survey data collected from the healthcare industry within Pakistan.FindingsThe results lend support for the presence of individual and mutually reinforcing effects of customer education and service modularity on effective CP in service delivery, ultimately affecting service quality.Research limitations/implicationsBuilding on the CP and customer learning literature, this research extends the work on antecedents and consequences of effective CP in the larger domain of the service design and service delivery literature.Practical implicationsThe findings reveal that service managers should design services such that by design, CP is ingrained within service delivery processes so that it is effectively managed during service delivery for superior service quality.Originality/valueGiven the already scant research that has either taken a narrower view of CP (mostly in pre- or post-service delivery), the current research makes one of the initial attempts to identify, theorize and empirically test the service design level antecedents for holistic CP spanning over the physical, behavioral and informational participation during the service delivery.

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顾客有效参与的前因与后果:顾客教育与服务模组化的角色

目的运用多个理论视角，建立并实证检验了一个基于服务设计的有效客户参与服务提供框架。特别是，除了客户教育对服务质量的影响外，本文还考察了客户教育对有效CP的影响。研究了服务模块化对客户教育与有效CP之间关系的直接调节作用。设计/方法/方法基于协方差的结构方程建模用于使用从巴基斯坦医疗保健行业收集的调查数据来检验假设。研究结果支持了客户教育和服务模块化对服务交付中有效CP的个体和相互增强的影响，最终影响服务质量。研究局限性/含义在CP和客户学习文献的基础上，本研究将有效CP的前因和后果的研究扩展到服务设计和服务提供文献的更大领域。实际含义研究结果表明，服务经理应该设计服务，通过设计，CP在服务提供过程中根深蒂固，以便在服务提供期间得到有效管理，以获得卓越的服务质量。独创性/价值鉴于已经很少的研究对CP持狭隘的看法（主要是在服务前或服务后提供），目前的研究首次尝试确定、理论化和实证检验服务设计水平的前因，以实现服务提供过程中跨身体、行为和信息参与的整体CP。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Service Theory and Practice Multiple-

CiteScore

8.00

自引率

15.20%

发文量

期刊介绍： Formerly known as Managing Service Quality – Impact Factor: 1.286 (2015) – the Journal of Service Theory and Practice (JSTP) aims to publish research in the field of service management that not only makes a theoretical contribution to the service literature, but also scrutinizes and helps improve industry practices by offering specific recommendations and action plans to practitioners. Recognizing the importance of the service sector across the globe, the journal encourages submissions from and/or studying issues from around the world. JSTP gives prominence to research based on real world data, be it quantitative or qualitative. The journal also encourages the submission of strong conceptual and theoretical papers that make a substantive contribution to the scholarly literature in service management. JSTP publishes double-blind peer reviewed papers and encourages submissions from both academics and practitioners. The changing social structures and values, as well as new developments in economic, political, and technological fields are creating sea-changes in the philosophy, strategic aims, operational practices, and structures of many organizations. These changes are particularly relevant to the service sector, as public demand for high standards increases, and organizations fight for both market share and public credibility. The journal specifically addresses solutions to these challenges from a global, multi-cultural, and multi-disciplinary perspective.