Main Article Content
This research develops a theoretical model that related the actions of customers' participation in knowledge-intensive services (KIS), the actions of service providers to stimulate the involvement of customers and the effectiveness of services. Five hypotheses were tested using structural equations, and data were collected by surveying a sample of 106 users of physical therapy services, personal trainers, pilates and global postural reeducation. The results show that educating customers is not enough; providers need to empathize and create an emotional bond with them. Additionally, customer education and emotional empathy differently influence the provision of feedback and the extent to which customers follow instructions. This study contributes to the literature, by promoting a holistic view on the factors that influence the client's participation and its effectiveness in KIS.
A RAE compromete-se a contribuir com a proteção dos direitos intelectuais do autor. Nesse sentido:
- adota a licença Creative Commoms BY (CC-BY) em todos os textos que publica, exceto quando houver indicação de específicos detentores dos direitos autorais e patrimoniais;
- adota software de detecção de similaridades;
- adota ações de combate ao plagio e má conduta ética, alinhada às diretrizes do Committee on Publication Ethics (COPE)
Aarikka-Stenroos, L., & Jaakkola, E. (2012). Industrial marketing management value co-creation in knowledge intensive business services: A dyadic perspective on the joint problem solving process, 41, 15-26. http://doi.org/10.1016/j.indmarman.2011.11.008
Auh, S., Bell, S. J., McLeod, C. S., & Shih, E. (2007). Co-production and customer loyalty in financial services. Journal of Retailing, 83(3), 359-370. http://doi.org/10.1016/j.jretai.2007.03.001
Bell, S. J., & Eisingerich, A. B. (2007). The paradox of customer education. European Journal of Marketing, 41(5/6), 466-486. http://doi.org/10.1108/03090560710737561
Berry, L. L., Wall, E. A., & Carbone, L. P. (2006). Service clues and customer assessment of the service experience: Lessons from marketing. Academy of Management Perspectives, 20(2), 43-57. http://doi.org/10.5465/AMP.2006.20591004
Bettencourt, L., Ostrom, A., Brown, S., & Roundtree, R. (2002). Client co-production in knowledge-intensive business services. Operations Management: A Strategic Approach, 44(4), 273.
Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383-406. http://doi.org/10.1016/S0022-4359(97)90024-5
Bowman, D., Heilman, C. M., & Seetharaman, P. B. (2004). Determinants of product-use compliance behavior. Journal of Marketing Research, 41(3), 324-338. http://doi.org/10.1509/jmkr.41.3.324.35987
Clark, C. M., Murfett, U. M., Rogers, P. S., & Ang, S. (2016). Is empathy effective for customer service? Evidence from call center interactions. Journal of Business and Technical Communication, 27(2), 123-153. http://doi.org/10.1177/1050651912468887
Davenport, T. H., Jarvenpaa, S. L., & Beers, M. C. (1996). Improving knowledge work processes. Sloan Management Review, 37(4), 52-65.
Dellande, S., Gilly, M. C., & Graham, J. L. (2004). Gaining compliance and losing weight: The role of the service provider in health care services. Journal of Marketing, 68(3), 78-91. http://doi.org/10.1509/jmkg.126.96.36.199764
Development, M., Hoffman, B. M. L., & York, N. (2008). Book reviews. Journal of Travel & Tourism Marketing, 24(4), 321-325. http://doi.org/10.1080/10548400802156836
Dong, B., & Sivakumar, K. (2017). Customer participation in services: Domain, scope, and boundaries. Journal of the Academy of Marketing Science, 45(6), 944-965.
Dong, B., Sivakumar, K., Evans, K. R., & Zou, S. (2015). Effect of customer participation on service outcomes: The moderating role of participation readiness. Journal of Service Research, 18(2), 160-176.
Edvardsson, B. (2005). Service quality: Beyond cognitive assessment. Managing Service Quality: An International Journal, 15(2), 127-131. http://doi.org/10.1108/09604520510585316
Eichentopf, T., Kleinaltenkamp, M., & Stiphout, J. Van. (2011). Modelling customer process activities in interactive value creation. Journal of Service Management, 22(5), 650-663. http://doi.org/10.1108/09564231111174997
Eisingerich, A., & Bell, S. (2008). Customer education increases trust. MIT Sloan Management Review, 50(1), 10.
Eisingerich, A. B., Auh, S., & Merlo, O. (2014). Acta non verba? The role of customer participation and word of mouth in the relationship between service firms’ customer satisfaction and sales performance. Journal of Service Research, 17(1), 40-53. http://doi.org/10.1177/1094670513490836
Eisingerich, A. B., & Bell, S. J. (2006). Relationship marketing in the financial services industry: The importance of customer education, participation and problem management for customer loyalty. Journal of Financial Services Marketing, 10(4), 86-97. http://doi.org/10.1057/palgrave.fsm.4760022
Evans, K. R., Stan, S., & Murray, L. (2008). The customer socialization paradox: The mixed effects of communicating customer role expectations. Journal of Services Marketing, 22(3), 213-223. http://doi.org/10.1108/08876040810871174
Fang, E., Palmatier, R. W., & Evans, K. R. (2008). Influence of customer participation on creating and sharing of new product value. Journal of the Academy of Marketing Science, 36(3), 322-336. http://doi.org/10.1007/s11747-007-0082-9
Gorry, G. A., & Westbrook, R. A. (2011). Once more, with feeling: Empathy and technology in customer care. Business Horizons, 54(2), 125-134. http://doi.org/10.1016/j.bushor.2010.10.003
Grönroos, C. (2008). Service logic revisited: Who creates value? And who co‐creates? European Business Review, 20(4), 298-314. http://doi.org/10.1108/09555340810886585
Howcroft, B., Hamilton, R., & Hewer, P. (2007, January). Customer involvement and interaction in retail banking: An examination of risk and confidence in the purchase of financial products. Journal of Services Marketing, 21, 481-491. http://doi.org/10.1108/08876040710824843
Jamal, A. (2009). Investigating the effects of service quality dimensions and expertise on loyalty. European Journal of Marketing, 43(3/4), 398-420. http://doi.org/10.1108/03090560910935497
Kelley, S. W., & Donnely, J. H. (1990). Customer participation in service specification and delivery. Journal of Retailing, 66(3), 315-335.
Klaus, P., & Maklan, S. (2012). EXQ: A multiple item scale for assessing service experience. Journal of Service Management, 23(1), 5-33. http://doi.org/10.1108/09564231211208952
Larsson, R., & Bowen, D. E. (1989). Organization and customer: Managing design and coordination of services. Academy of Management Review, 14(2), 213-233. http://doi.org/10.5465/AMR.1989.4282099
Lee, E. J. (2014). Empathy can increase customer equity related to pro-social brands. Journal of Business Research, 69(9), 3748-3754. http://doi.org/10.1016/j.jbusres.2015.05.018
LengnickHall, C. A. (1996). Customer contribution to quality: A different view of the customer-oriented firm. Academy of Management Review, 21(3), 791-824. http://doi.org/10.2307/259002
Lin, C.-P., Yang, Z.-T., & Huang, H.-T. (2016). Evaluating team performance and the mediating role of customer knowledge development: An absorptive capacity framework. Journal of Engineering and Technology Management, 1-19. http://doi.org/10.1016/j.jengtecman.2016.10.001
Mills, P. K., & Morris, J. H. (1986). Clients as “ partial ” employees of service organizations: Role development in client participation. Academy of Management Review, 11(4), 726-735.
Muller, E., & Zenker, A. (2001). Business services as actors of knowledge transformation: The role of KIBS in regional and national innovation systems. Research Policy, 30(9), 1501-1516. http://doi.org/10.1016/S0048-7333(01)00164-0
Nordenflycht, A. Von. (2010). What is a professional service firm? Toward a theory and taxonomy of knowledge-intensive firms. Academy of Management Review, 35(1), 155-174.
Pizam, A. (2015). Is empathy essential for high-quality customer service? International Journal of Hospitality Management, 49, 149-150. http://doi.org/10.1016/j.ijhm.2015.08.001
Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(105). http://doi.org/http://dx.doi.org/10.1108/17506200710779521
Sabharwal, N., Soch, H., & Kaur, H. (2010). Are we satisfied with incompetent services? A scale development approach for service recovery. Journal of Services Research, 10(1), 125-142.
Santos, J. B., & Spring, M. (2015). Are knowledge intensive business services really co-produced? Overcoming lack of customer participation in KIBS. Industrial Marketing Management, 50, 85-96. http://doi.org/10.1016/j.indmarman.2015.04.005
Tran, U. S., Laireiter, A.-R., Schmitt, D. P., Neuner, C., Leibetseder, M., Szente-Voracek, S. L., & Voracek, M. (2013). Factorial structure and convergent and discriminant validity of the e (empathy) Scale. Psychological Reports, 113(2), 441-463. http://doi.org/10.2466/03.02.PR0.113x20z9
Tuli, K. R., Kohli, A. K., & Bharadwaj, S. G. (2007). Rethinking customer solutions: From product bundles to relational processes. Journal of Marketing, 71(3), 1-17. http://doi.org/10.1509/jmkg.71.3.1
Wieseke, J., Geigenmuller, A., & Kraus, F. (2012). On the role of empathy in customer-employee interactions. Journal of Service Research, 15(3), 316-331. http://doi.org/10.1177/1094670512439743
Yim, C. K. (Bennett), Chan, K. W., & Lam, S. S. (2012). Do customers and employees enjoy service participation? Synergistic effects of self- and other-efficacy. Journal of Marketing, 76(6), 121-140. http://doi.org/10.1509/jm.11.0205
Zeithaml, V. A., Berry, L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. http://doi.org/10.2307/1251929
CONTRIBUIÇÃO DAS AUTORAS
As autoras declaram que a análise de dados, redação e revisão final foi realizada em conjunto pelas duas autoras. A conceitualização, abordagem teórica-metodológica, revisão teórica e coleta de dados foi realizada em maior parte pela primeira autora.