Abstract
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.
Original language | English |
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Pages (from-to) | 108-125 |
Number of pages | 18 |
Journal | Journal of Service Research |
Volume | 14 |
Issue number | 1 |
DOIs | |
Publication status | Published - Feb 2011 |
Keywords
- self-efficacy increase
- service benefits
- perceived value
- growth mixture modeling
- PERFORMANCE SPIRALS
- MODELING APPROACH
- DYNAMIC-MODEL
- ROLE CLARITY
- SATISFACTION
- QUALITY
- MIXTURE
- INFORMATION
- BEHAVIOR
- PERSPECTIVE