Psychological Implications of Customer Participation in Co-Production

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Issue Date
2003-01Author
Bendapudi, Neeli
Leone, Robert P.
Publisher
American Marketing Association
Type
Article
Article Version
Scholarly/refereed, publisher version
Metadata
Show full item recordAbstract
Customer participation in the production of goods and services appears to be growing. The marketing literature has largely focused on the economic implications of this trend and has not addressed customers’ potential psychological responses to participation. The authors draw on the social psychological literature on the self-serving bias and conduct two studies to examine the effects of participation on customer satisfaction. Study 1 shows that consistent with the self-serving bias, given an identical outcome, customer satisfaction with a firm differs depending on whether a customer participates in production. Study 2 shows that providing customers a choice in whether to participate mitigates the self-serving bias when the outcome is worse than expected. The authors present theoretical and practical implications and provide directions for further research.
Description
This is the published version. Copyright 2003 by the American Association of Marketing.
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Citation
Bendapudi, Neeli, and Robert P. Leone. "Psychological Implications of Customer Participation in Co-Production." Journal of Marketing 67.1 (2003): 14-28. http://dx.doi.org/10.1509/jmkg.67.1.14.18592.
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