Enhancing customer self-efficacy in co-producing service experiences

    Authors

    R. C. Ford;D. R. Dickson

    Comments

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    Abbreviated Journal Title

    Bus. Horiz.

    Keywords

    Customer co-production; Self-efficacy; Service management; Service; marketing; CSR capabilities; Service setting; Service training; ORGANIZATIONS; PARTICIPATION; MANAGEMENT; Business

    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. (C) 2011 Kelley School of Business, Indiana University. All rights reserved.

    Journal Title

    Business Horizons

    Volume

    55

    Issue/Number

    2

    Publication Date

    1-1-2014

    Document Type

    Article

    Language

    English

    First Page

    179

    Last Page

    188

    WOS Identifier

    WOS:000301561400011

    ISSN

    0007-6813

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