Value Co-Creation: Factors Affecting Discretionary Effort Exertion

Praveen Aggarwal, Amiya Basu

Research output: Contribution to journalArticle

4 Citations (Scopus)

Abstract

Value co-creation in the context of effort exertion at a fitness center is examined. To benefit from their fitness center membership, customers must exert effort utilizing the equipment and facilities made available by the center. We find three factors that influence customer effort exertion: personal goal clarity (what do I want to get out of my membership), service relevance (how will working out at the center help me achieve my fitness goals), and employee interactions (how do service employees facilitate my effort exertion). We also find that the amount of effort exerted positively impacts customer satisfaction.

Original languageEnglish (US)
Pages (from-to)321-336
Number of pages16
JournalServices Marketing Quarterly
Volume35
Issue number4
DOIs
StatePublished - Oct 1 2014

Fingerprint

Fitness center
Value co-creation
Factors
Interaction
Personal goals
Customer satisfaction
Fitness
Employees
Service employees
Influence factors

Keywords

  • customer effort
  • customer well-being
  • health care services
  • service co-creation
  • service-dominant logic

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)

Cite this

Value Co-Creation : Factors Affecting Discretionary Effort Exertion. / Aggarwal, Praveen; Basu, Amiya.

In: Services Marketing Quarterly, Vol. 35, No. 4, 01.10.2014, p. 321-336.

Research output: Contribution to journalArticle

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