- Title
- The power of self-efficacy change during service provision: making your customers feel better about themselves pays off.
- Creator
- van Beuningen, Jacqueline; de Ruyter, Ko; Wetzels, Martin
- Relation
- Journal of Service Research Vol. 14, Issue 1, p. 108-125
- Publisher Link
- http://dx.doi.org/10.1177/1094670510379037
- Publisher
- Sage Publications, Inc.
- Resource Type
- journal article
- Date
- 2011
- Description
- The study focuses on a new service benefit derived from service usage, that is, self-efficacy increase, rather than self-efficacy evaluations as such. The authors propose that this benefit, which refers to feeling better about oneself while consuming a service, will reflect positively on service outcomes. The authors argue that self-efficacy can develop differently over time and this should be investigated to explain service evaluations more fully. Therefore, the authors separate effects related to self-efficacy level and change on value. Results show that the increase of customers’ self-beliefs in their capabilities during information search positively affects perceived value irrespective of self-efficacy levels or other costs and benefits. Self-efficacy increase is predicted by a firm’s strategic choice to help customers learn, the firm’s tactic to provide high-quality information, and the customers’ level of cognitive effort. In sum, the authors show that by fostering customers’ self-efficacy build up, firms can provide a more valuable and satisfying service experience.
- Subject
- self-efficacy increase; service benefits; perceived value; growth mixture modeling
- Identifier
- http://hdl.handle.net/1959.13/1058472
- Identifier
- uon:16423
- Identifier
- ISSN:1094-6705
- Language
- eng
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