Customer-to-customer value co-creation and co-destruction in sporting events

ABSTRACT

Previous scholars have examined value co-creation and co-destruction processes that take place between customers and service organizations or employees. Despite most service consumption situations occurring in the presence of other customers, few studies have examined customer-to-customer value co-creation and co-destruction. This lack of attention is particularly prevalent in sport service research. The purpose of the current study is to examine how other customers’ value creation (i.e. passion) and destruction (i.e. dysfunctional behavior) factors influence focal customers’ perceived value (i.e. economic, social, emotional, and epistemic), which in turn leads to customer citizenship behaviors (i.e. helping behavior and word-of-mouth). By using a convenience sampling method, data were collected from 318 spectators of professional golf tournaments. The results of structural equation modeling indicated that other customers’ passion had a positive influence on focal customers’ economic, social, emotional, and epistemic values (i.e. customer-to-customer value co-creation). Other customers’ dysfunctional behavior was negatively associated with customers’ emotional value (i.e. customer-to-customer value co-destruction). Emotional and epistemic values positively predicted helping behavior. Social, emotional, and epistemic values had positive effects on word-of-mouth. Overall, the present study contributes to value co-creation and co-destruction literature by highlighting other customers as potential value integrators. Further, the current work indicates that customer behaviors can serve as a double-edged sword, and it offers golf event practitioners novel insights regarding the necessity of strategic management aimed at facilitating customers’ passionate behaviors while protecting against the deleterious effects of dysfunctional behaviors.

摘要

之前有学者研究客户与服务组织之间以及客户与员工之间发生的价值共创和价值共灭的过程。然而, 尽管大多数服务消费情况都发生在有其他客户出现的时候, 但很少有人研究客户与客户之间的价值共创和共灭。其中, 对于体育服务研究的关注更是少之又少。本文的目的是研究其他客户的价值创造（即激情）和破坏（即功能失调行为）因素如何影响重要客户的感知价值（即经济, 社会, 情感和认知）, 这将对客户的日常行为（即帮助行为和口碑行为）产生影响。笔者使用系统的抽样方法, 收集了318名职业高尔夫观众的数据。使用了结构方程模型检验假设, 结果表明其他客户的热情对重要客户的经济, 社会, 情感和认知价值（即客户与客户价值共创）产生了积极影响。其他客户的不正常行为对客户的情感价值（即客户对客户价值共灭）产生了消极的影响。情感和认知价值对帮助行为有很大的影响, 也对口碑行为有着积极影响。总体来说, 本文通过强调其他客户作为潜在的价值整合者, 致力于价值共创和价值共灭的研究。此外, 本文为高尔夫活动从业者了解战略管理必要性提供了新颖独特的见解, 旨在促进客户的激情行为, 同时减少功能失调行为的有害影响。

KEYWORDS:

• Customer-to-customer interactions
• service-dominant logic
• value co-creation
• value co-destruction
• perceived value
• citizenship behaviors

关键词:

• 客户与客户的互动
• 服务导向的逻辑
• 价值共创
• 价值共灭
• 感知价值
• 公民行为

Disclosure statement

No potential conflict of interest was reported by the authors.