Customer Positivity and Participation in Services: An Empirical Test in a Health Care Context

Journal of the Academy of Marketing Science, 41 (3), 338-56, 2013

19 Pages Posted: 14 Aug 2015

See all articles by Andrew Gallan

Andrew Gallan

DePaul University - Department of Marketing

Cheryl Jarvis

Southern Illinois University - College of Business

Stephen W. Brown

Arizona State University (ASU) - Marketing Department

Mary Jo Bitner

Arizona State University (ASU) - Marketing Department

Date Written: 2013

Abstract

Many service interactions require customers to actively participate, yet customers often do not participate at levels that optimize their outcomes, particularly in health care. To gain insight into how customers shape a service experience with highly uncertain outcomes, we construct a model on the broaden-and-build theory of positive emotions. The model is used to empirically assess how situation-specific emotions and customer participation during a health care service experience affect perceptions of the service provider. The model is tested using data from 190 medical clinic customers. Consistent with theory, results reveal that as customers’ relative affect levels become more positive, levels of participation increase as well. In turn, higher levels of positivity and participation improve customer perceptions of the quality of the service provider and satisfaction with the co-produced service experience. Implications of this research focus managers on designing services to help clients manage their emotions in ways that facilitate positivity and participation and thus improve service perceptions.

Suggested Citation

Gallan, Andrew and Jarvis, Cheryl and Brown, Stephen W. and Bitner, Mary Jo, Customer Positivity and Participation in Services: An Empirical Test in a Health Care Context (2013). Journal of the Academy of Marketing Science, 41 (3), 338-56, 2013, Available at SSRN: https://ssrn.com/abstract=2643247

Andrew Gallan (Contact Author)

DePaul University - Department of Marketing ( email )

1 E. Jackson Blvd.
Chicago, IL 60604
United States

Cheryl Jarvis

Southern Illinois University - College of Business ( email )

Carbondale, IL 62901-4515
United States

Stephen W. Brown

Arizona State University (ASU) - Marketing Department ( email )

Tempe, AZ 85287-4106
United States

Mary Jo Bitner

Arizona State University (ASU) - Marketing Department ( email )

Tempe, AZ 85287-4106
United States
480-965-3621 (Phone)

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