1. JOURNAL FEVER 6
Director: Wendell
Cast: All Leimens
Action!!!

2. SCENE 1:WEEKLY PAPER
Do Customers and Employees Enjoy
Service Participation? Synergistic
Effects of Seif- and Other-Efficacy
Journal of Marketing
Date: November 2012
Author: Yim, Chan, Lam

3. SCENE 2:RESEARCH
BACKGROUND
Everyone now recognizes the value of customer
participation in service process.
But relatively little is known about whether and how it
creates an enjoyable experience for customers and service
employees and the consequential outcomes of this positive
affective experience.

4. SCENE 3: THEORY REVIEW
Social Cognition Theory
examine how customers and employees derive enjoyment from customer
participation condition on their perceived efficacy(Self and Other).
Self-efficacy, Other-efficacy
Participation enjoyment => achieve higher quality perception
Value co-creation => synergy
Flow Theory
Framework to conceptualize the relationships among CP

5. SCENE 4 :SOMETHING IS IN THE
DETAILS
Based on the past researches…
1. Although CP offers customized benefits, it also increases
employee’s and customer’s stress
(Skill requirement vs self-confidence vs self-efficacy)
2. The mediating role of value co-creation
3. The importance of hedonic pursuing of pleasure in the
consumption experience

6. SCENE 4 :SOMETHING IS IN THE
DETAILS
Controversial Perspectives…
The role of Self-Efficacy?
 Moderator in the co-creation process
 Antecedent to customer participation
persistent view,
rather than a short-
term behavior

7. DO CUSTOMERS AND EMPLOYEES ENJOY SERVICE
PARTICIPATION? SYNERGISTIC EFFECTS OF SEIF- AND
OTHER-EFFICACY

8. SCENE 5 : HYPOTHESES

9. SCENE 5 : HYPOTHESES

10. SCENE 5 : HYPOTHESES

11. SCENE 5 : HYPOTHESES

12. SCENE 5 : HYPOTHESES

13. SCENE 6 :SAMPLE &
METHODS
Research Sample: Hong Kong Bank
 223 matched sample(customer vs employee)
Self-Efficacy, Other-Efficacy Measurement
 Questionaire (previous research, back-translation)
 246 of 376 employee (65% response rate)
 953 of 1869 customers (51% response rate)
Methods:
 Construct Validity: Confirmatory Factor Analysis
 Mediation Test: Baron and Kenny(1986)

14. SCENE 7 : RESULTS

15. SCENE 7 : RESULTS

16. SCENE 7 : RESULTS

17. SCENE 7 : RESULTS

19. SCENE 7 : SUMMARY
This study aims to complement extant research by ascertaining
the effectiveness of CP for both customers and service
employees from an experiential perspective
Managerial Implication:
1. Help customers cultivate enjoyable experience from their participation
2. Foster customers' (and employees' ) SE of participation.
3. Enhance customers' OE beliefs