Does customer value creation behavior drive customer well-being?

• Taeshik Gong

  Hanyang University

• Jin Nam Choi

  Seoul National University

• Samantha Murdy

  University of Strathclyde

To address the potential ambivalent effects of customer value creation behavior (CVCB) in a service setting, we developed a theoretical model identifying separate psychological mechanisms that account for both positive and negative effects of CVCB on customer outcomes, such as customer value and customer well-being. Participants comprised 103 business customer–supplier dyads. The results show that CVCB enhanced customer outcomes through the intermediate mechanism of customer self-determination, but hindered customer outcomes by generating customer role stress. In addition, the results indicate that relationship quality moderates the effect of CVCB on customer self-determination and role stress, thus channeling its effect in either a positive or a negative direction. The results offer insight into the mixed findings on customer behavior in the service literature.

1. Taeshik Gong, Hanyang University

   Division of Business Administration, College of Business and Economics

2. Jin Nam Choi, Seoul National University

   Graduate School of Business

3. Samantha Murdy, University of Strathclyde
   Department of Marketing

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