Enhancing Customer Self-Efficacy in Co-producing Service Experiences

Keywords

employees, customer co-production, self-efficiacy, service management, service marketing, CSR capabilities, service setting, service training

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.

Publication Date

12-13-2011

Original Citation

Ford, R. C., & Dickson, D. R. (2012). Enhancing customer self-efficacy in co-producing their service experiences. Business Horizons, 55(2) p179-188.

Number of Pages

179-188

Document Type

Paper

Language

English

Source Title

Business Horizons

Volume

55

Issue

2

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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