NDLI: The happiness of customer cocreation

Content Provider	IEEE Xplore Digital Library
Author	Zheng Qiu-ying Fan Xiu-cheng
Copyright Year	2011
Description	Author affiliation: School of Management, Fudan University, P.R. China, 200433 (Fan Xiu-cheng) \|\| School of Management, Beijing University of Chinese Medicine, P.R. China, 100081 (Zheng Qiu-ying)
Abstract	In postmodern world, customers are not satisfied with passively receiving products or services; on the contrary, they show more and more interests on actively cocreating the products with firms. However, marketing literature still lacks powerful explanations to understand why customers enjoy the cocreation process although they need to input much of their time and effort in it. This study builds a framework of customer cocreation based on eudaimonic (the pleasure of self-actualization) vs. hedonic (the pleasure of needs fulfillment) theory, and further tests the relevant hypotheses by using real DIY products as experiment stimuli. Results show that eudaimnoic happiness and hedonic happiness have powerful explanation to the customer perception of cocreation process and the type of firm's facilitation can moderate the effect of customer cocreation on eudaimonic happiness, hedonic happiness and customer satisfaction. Theory contributions and managerial implications are discussed in the end.
Starting Page	569
Ending Page	574
File Size	114420
Page Count	6
File Format	PDF
ISBN	9781457718854
ISSN	21551855
e-ISBN	9781457718885
DOI	10.1109/ICMSE.2011.6070019
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2011-09-13
Publisher Place	Italy
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Ethics Customer satisfaction Psychology Materials Educational institutions Hedonic happiness eudaimonic happiness Production facilities customer cocreation
Content Type	Text
Resource Type	Article

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