Customer positivity and participation in services: an empirical test in a health care context

Andrew S. Gallan, Cheryl Burke Jarvis, Stephen W. Brown, Mary Jo Bitner

Journal of the Academy of Marketing Science · 2013 · Volume 41 · Issue 3

Abstract

Many service interactions require customers to actively participate, yet customers often do not participate at levels that optimize their outcomes, particularly in health care. To gain insight into how customers shape a service experience with highly uncertain outcomes, we construct a model on the broaden-and-build theory of positive emotions. The model is used to empirically assess how situation-specific emotions and customer participationduringa health care service experience affect perceptions of the service provider. The model is tested using data from 190 medical clinic customers. Consistent with theory, results reveal that as customers’ relative affect levels become more positive, levels of participation increase as well. In turn, higher levels of positivity and participation improve customer perceptions of the quality of the service provider and satisfaction with the co-produced service experience. Implications of this research focus managers on designing services to help clients manage their emotions in ways that facilitate positivity and participation and thus improve service perceptions.

Keywords

Customer participation, Service quality, Customer satisfaction, Professional services, Broaden-and-build theory of positive emotions, Value co-creation

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