Relationships among employee acting, customer-perceived service quality, emotional well-being and value co-creation: An investigation of the financial services industry

Abstract

Purpose

Hinged on the transformative service paradigm, this study investigates the relationships among employee acting, customer-perceived service quality, customer emotional well-being, and their value co-creation. Feelings of gratitude among customers may moderate the effect of perceived service quality on their emotional well-being (i.e., positive and negative affects).

Design/methodology/approach

A pair study using a structural equation model was conducted to gather data from a financial service organization in a rural area.

Findings

The results show how customers perceive service quality positively impacts their emotional well-being immediately after receiving a financial service, which in turn affects their value co-creation. Hence, feelings of gratitude moderate the effect of perceived service quality on customer positive affect.

Originality/value

This study responds to calls for more studies on how service interactions influence customer well-being in the financial services context. This study is among the few that examine moderation effects of customer feelings of gratitude on their emotional well-being to explain why a positive emotion might sway their short-term well-being.

Citation

Huang, C.-H. and Lin, Y.-C. (2020), "Relationships among employee acting, customer-perceived service quality, emotional well-being and value co-creation: An investigation of the financial services industry", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 1, pp. 29-52. https://doi.org/10.1108/APJML-04-2019-0245