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Value, also known as co-creation, is recognized as the outcome of collaborative efforts between both parties. However, knowledge is currently limited regarding the motivations and mechanisms driving customers to engage in co-production and value co-creation. Therefore, the current study aims to investigate co-production in enhancing value co-creation. Previous research has predominantly explored the linear effects of commitment and asset specificity on co-production. To expand on this foundation, our study goes a step further by including the potential quadratic effects of commitment and asset specificity on co-production. Although moderate levels of commitment and asset specificity may enhance co-production, higher levels are implied to possibly impede it. Considering that co-production requires collaboration between customers and service employees, this study includes the characteristics of service employees, such as self-monitoring and self-efficacy, identifying their moderating roles in aiding active co-production and ultimately enhancing the value co-creation.

We employed linear, nonlinear and hierarchical moderated regression analysis to test our hypotheses.

Our findings provide evidence for the positive linear effects and negative quadratic effects between commitment, asset specificity and co-production. The inverted-U relationships suggest an existing optimal commitment and asset specificity that maximize co-production. Results also suggest that co-production influences value co-creation and self-efficacy and self-monitoring positively moderates the relationship between co-production and value co-creation.

By applying the core provisions of S-D logic, this study contributes to marketing literature by analyzing the dyadic process of co-production. Dyadic data collection from both customers and service employees provides a comprehensive understanding of the co-production process, allowing academics to recognize service employees’ self-efficacy and self-monitoring that contribute to effective co-production and value co-creation in service processes.

This study aims to examine how customers derive satisfaction and affective commitment from their participation in financial services, which is conditional on their relationship length.

Student interviewers approached customers who were exiting banks at two skip intervals in Taiwan. The final survey sample consists of 227 respondents.

Empirical results confirm that optimal customer participation (CP) influences affective commitment through increased customer satisfaction. The optimal level of CP with customer satisfaction and affective commitment is high if the relationship length is long.

This article shows that the marginal benefits of CP on customer satisfaction and affective commitment become negative after an optimum level. Furthermore, relationship length moderates the aforementioned relationships.

Co-production is an important process that alters value creation and improves the relationships between service providers and their customers. Such practice allows customers and service employees to access and leverage resources residing in their relationships. Clearly, the marketing-related literature focuses on the bright side of co-production. Nevertheless, the costs and potential negative consequences associated with its dark side must be further investigated. Therefore, this study aims to present a conceptual framework that explores the relationships among co-production, co-production enjoyment, co-production intensity, service effort, and job stress, and their effects on value co-creation, value co-destruction and customer satisfaction.

This study was conducted on the basis of dyadic data; the process incorporates both the customer and the corresponding service employee into a single unit of analysis. The proposed model was tested by using a structural equation model that involves LISREL analyses.

The results of this study indicate that co-production influences co-production enjoyment, co-production intensity, service effort, and job stress. Co-production enjoyment and service effort increase value co-creation, whereas co-production intensity and job stress increase value co-destruction. Value co-creation and value co-destruction have different effects on customer satisfaction.

This study addresses the gap in the extant research and contributes to a better understanding of the double-sided effects of co-production by integrating employees and customers into a single dyadic and comprehensive model.

Much research has emphasized the importance of service employees as boundary spanners that interact with customers by co-production. Service employees frequently engage in emotional labor in response to co-production requirements. The purpose of this paper is to present a conceptual framework that explores the links between co-production, emotional labor, employee satisfaction, value co-creation, co-production intensity, and their effects on customer satisfaction.

This study involved collecting and analyzing 322 questionnaires from the dyads of service employees and customers of the financial service industry in Taiwan. The hypothesized relationships in the model were tested by using a structural equation model.

The results of this study indicate that co-production influences deep acting, surface acting, value co-creation, and co-production intensity. Deep acting and surface acting have different effects on employee satisfaction and customer satisfaction. Meanwhile, employee satisfaction and value co-creation increase customer satisfaction, whereas co-production intensity decreases customer satisfaction.

The findings provide interesting theoretical insights and valuable managerial implications regarding the positive and negative aspects of co-production and encourage service employees to perform deep acting while minimizing surface acting.

Value has been conceptualized as the result of co-creation involving service firms and customers. Currently, however, little is known about why and how customers engage in value co-creation with a service firm. Thus, the purpose of this paper is to explore the role of co-production in value co-creation in the context of banking services from the customers’ viewpoint. The literature has consistently examined the linear effects of trust and decision-making uncertainty on co-production. The study extends this research stream by considering the negative quadratic effects of trust and decision-making uncertainty on co-production. Therefore, this study not only examines the linear and negative quadratic effects of trust and decision-making uncertainty on co-production within a single, simultaneous model but also tests the effect of co-production on value co-creation. Moreover, this study includes and explores the moderating effects of service innovativeness and service effort on co-production in determining value co-creation.

The hierarchical moderated regression was used to test the hypotheses.

The findings support the positive linear effects and negative quadratic effects among trust, decision-making uncertainty and co-production. Meanwhile, the results indicate that co-production positively affect value co-creation. Service innovativeness and service effort enhance the effect of co-production on value co-creation.

This study shows the presence of the opportunity of trust and decision-making uncertainty, which confirms the existing literature, and the challenge of trust and decision-making uncertainty, which extends the literature. This study is the first one to shed light on the negative quadratic effects of trust and decision-making uncertainty on co-production. This study also offers insights into value co-creation and thus enhances the current understanding of value phenomena. Academics and practitioners would greatly benefit from a comprehensive understanding of co-production and the associated value co-creation for the parties involved.

The purpose of this paper is to examine how quality dimensions in independently owned online brand communities influence purchase intentions via uncertainty reduction and the role of involvement.

This work validates the model and hypotheses through non-probabilistic sampling. The online questionnaire was made on the website of MySurvey and an invitation letter was posted to the forums. The respondents received the questionnaire items translated into Chinese. The final survey sample consisted of 235 respondents.

Empirical results confirm that as for independently owned online brand communities, their information quality and relationship quality are effective tools for influencing purchase intentions via uncertainty reduction. In addition, the authors demonstrate that involvement has a positively moderating influence on the relationship between uncertainty reduction and purchase intentions.

The current study moves beyond uncertainty reduction to demonstrate that information quality and relationship quality of forums influenced purchase intention via uncertainty reduction and the moderating variable such as involvement.

This study presents an integrated research model to test the relationships between trust in retailers, trust in mobile payment, loyalty to retailers and loyalty to mobile payment as well as the antecedents of trust in retailers and trust in mobile payment. Thus, this study investigates how customer journey design, relationship investment, structure assurance and perceived ubiquity build trust in retailers and trust in mobile payment and how trust affects loyalty to each aspect. At the same time, this study analyzes the reinforcement of trust and loyalty transfer between a retailer and its mobile payment system.

From the perspective of mobile payment in omnichannel retailing, the authors proposed a framework with several hypotheses and verified the model with structural equation modeling that involves LISREL and SPSS process and based on questionnaire data collected from mobile payment users.

This study confirms the positive influences of customer journey design and relationship investment on trust in retailers and the positive impacts of structure assurance and perceived ubiquity on trust in mobile payment. Meanwhile, the findings validate the effects of trust in retailers and mobile payment on loyalty to both retailers and mobile payment and how trust in retailers transfers to trust in mobile payment and loyalty to retailers transfers to loyalty to mobile payment.

This study contributes to the marketing literature by filling the research gap and offering a complete model that explicates customers' trust and loyalty in omnichannel context. The findings help businesses better understand the omnichannel retailing landscape and thereby develop effective marketing strategies in order to gain customers' trust in both retailer and mobile payment and retain more loyal customers.

Knowledge sharing usually happens in a work group context, but it is rarely know how group leaders influence their members’ knowledge-sharing performance. Based on social exchange theory (SET) and the perspective of positive organizational behavior (POB), this study aims to argue that a group leader’s positive leadership (e.g. empowering leadership) can help group members develop positive psychological capital which can increase their knowledge sharing.

The authors conduct a multilevel analysis to explore the interrelationship among empowering leadership, psychological capital and knowledge sharing. The sample includes 64 work groups consisting of 537 group members, and empirical testing is carried out by hierarchical linear modeling.

The results show that empowering leadership in a work group has a direct cross-level impact on members’ knowledge sharing and that psychological capital partially mediates the relationship between empowering leadership and knowledge sharing. As a result, this study shows that group leaders with positive leadership can help their members develop better positive psychological resources, which should lead to better knowledge sharing.

Based on the multilevel perspective and SET, this is the first study to explore how group leaders’ empowering leadership influences members’knowledge sharing. Depending on integrating the POB perspective into SET, this study is also the first one that connects two emerging and important research issues – POB and knowledge sharing.

This paper aims to present a novel embedded‐internet robot system based on an internet robot agent and the brain‐computer interface (BCI) scheme.

A highly flexible and well‐integrated embedded ethernet robot (eRobot) was designed with enhanced mobility. In the eRobot, a circuit core module called a tiny network bridge (TNB) is designed to reduce robotic system cost and increase its mobility and developmental flexibility. The TNB enables users to control eRobot motion via embedded ethernet technology. Through electroencephalogram (EEG) feedback training, the command translation unit (CTU) and alertness level detection unit (ADU) allow the eRobot to perform specific motions (for example, lying down or standing up) to reflect alertness levels of the user, and move forward, turn left or right following the user's command.

After a short training period, subjects could achieve at least 70 percent accuracy in the CTU game testing. And the error rate of ADU, estimated from the results of classifying 496 labeled EEG epochs, was approximately 10.7 percent. Combining an encoding procedure, the commands issued from the CTU could prevent the robot from performing undesired actions.

The eRobot could reflect some physiological human states and be controlled by users with our economical design and only two bipolar EEG channels adopted. Thus, users could make the EEG‐based eRobot agent his or her representative. Based on the proposed EEG‐based eRobot system, a robot with increased sophistication will be developed in the future for use by disabled patients.

Empirical studies investigating the antecedents of customer loyalty typically focus on satisfaction. This study aims to develop and test a more comprehensive model of the antecedents of customer loyalty, including satisfaction and inertia. In addition, this study also considers how the effects of satisfaction and inertia on customer loyalty vary with differing levels of the zone of tolerance (ZOT), and how these are likely to change due to customers' alternative attractiveness.

Hierarchical moderated regression analysis was used to test the hypotheses.

The results show that a wider level of the ZOT strengthens the positive effect of inertia on customer loyalty, while also reducing the positive effect of satisfaction. The results also indicate that the negative moderating effect of the ZOT on the relationship between satisfaction and customer loyalty will reduce as alternative attractiveness increases. In contrast, the positive moderating effect of the ZOT on the relationship between inertia and customer loyalty will reduce as alternative attractiveness increases.

This study is a first attempt to integrate the ZOT to determine the relative importance of satisfaction and inertia in determining customer loyalty. In addition, this study suggests that customers with higher perceptions of alternative attractiveness are more likely to experience changes in the influence of the ZOT on their loyalty decisions.