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01-09-2016

The effects of behavioral, cognitive, and decisional control in co-production service experiences

Authors: Carol L. Esmark, Stephanie M. Noble, John E. Bell, David A. Griffith

Published in: Marketing Letters | Issue 3/2016

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Abstract

Companies are encouraging customers to participate in the process of creating and delivering their offering(s). In this strategy, not only do providers select a level of customer co-production, but also the level of customer control. This study examines the effects of control types (cognitive, behavioral, and decisional) and their interaction on customers’ affective responses in service operations with varying levels of co-production. An extensive two-study design, across two service contexts, tests the interaction of different levels of co-production and control types on customers’ affective responses. Results show when decisional control is low, one additional control type (behavioral or cognitive) in the operational process can compensate for low decisional control. Theoretical and practical implications are discussed.

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Past research established that positive affective responses lead to repeat patronage intentions with a provider (e.g., Bearden and Teel 1983). We included behavioral intentions in our survey and replicated these relationships.

Scenarios were moderately realistic for participants. The mean for realism was 5.53 (on a 9-point scale anchored by “1” not at all realistic to “9” very realistic).

An incremental F test shows that including the 3-way interaction adds significantly to the model [F(1, 199) = 12.19, p < 0.001) over the main effects and the 2-way interactions in low co-production. The R-squared change is 0.05. The results show that the 3-way interaction does not add significantly to the model for the high co-production situation, as expected (p = 0.482; R-squared change = 0.002).

Studies 1–2 used realism as a control. Since Study 2 data consisted of consumers’ real experiences, several additional controls ensured we could differentiate control and co-production effects from other variables. These controls consisted of information control (Wu and Lin 2006; Ariely 2000), how acceptable the person found the tasks to be and their ability to complete the tasks, as well as aspects of satisfaction with the experience.

In Study 2, the incremental F test shows that adding the 3-way interaction adds marginal significance to the model [F(1136) = 2.69, p = 0.10] over the main effects and the 2-way interactions. The change in R-squared is 0.011. However, as in Study 1, the 3-way interaction in high co-production does not add significantly to the model (p = 0.947, R-squared change = 0.004).

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Title: The effects of behavioral, cognitive, and decisional control in co-production service experiences
Authors: Carol L. Esmark
Stephanie M. Noble
John E. Bell
David A. Griffith
Publication date: 01-09-2016
Publisher: Springer US
Published in: Marketing Letters / Issue 3/2016
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-015-9348-z

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