TY - JOUR
T1 - A longitudinal investigation of customer cooperation in services
T2 - The role of appraisal of cooperation behaviors
AU - Zhang, Junzhou
AU - Tang, Chuanyi
AU - Guo, Lin
AU - Xu, Hangjun
N1 - Publisher Copyright:
© 2018 Wiley Periodicals, Inc.
PY - 2018/12
Y1 - 2018/12
N2 - The customer cooperation level in behavior change programs (e.g., weight-loss programs, alcohol-quitting programs, and debt management programs) is low, which leads to a low program success rate. To address this problem, this study draws on the goal-driven behavior theory and develops a theoretical framework to explain how goal intention, and behavioral appraisal processes influence the subsequent cooperation behaviors, which, in turn, influence customers’ goal attainment. A two-wave longitudinal survey was used to test the theoretical model. Results show that customers’ appraisals of the cooperation behaviors play a vital role in influencing customers’ cooperation behaviors. Three appraisal factors (self-efficacy, instrumental belief, and affect toward cooperation behaviors) fully mediate the relationship between goal intention and cooperation. Customer cooperation contributes directly to goal attainment. Both theoretical and managerial implications are provided.
AB - The customer cooperation level in behavior change programs (e.g., weight-loss programs, alcohol-quitting programs, and debt management programs) is low, which leads to a low program success rate. To address this problem, this study draws on the goal-driven behavior theory and develops a theoretical framework to explain how goal intention, and behavioral appraisal processes influence the subsequent cooperation behaviors, which, in turn, influence customers’ goal attainment. A two-wave longitudinal survey was used to test the theoretical model. Results show that customers’ appraisals of the cooperation behaviors play a vital role in influencing customers’ cooperation behaviors. Three appraisal factors (self-efficacy, instrumental belief, and affect toward cooperation behaviors) fully mediate the relationship between goal intention and cooperation. Customer cooperation contributes directly to goal attainment. Both theoretical and managerial implications are provided.
KW - appraisal processes
KW - customer cooperation
KW - goal attainment
KW - goal-driven behavior
UR - http://www.scopus.com/inward/record.url?scp=85053878176&partnerID=8YFLogxK
U2 - 10.1002/mar.21148
DO - 10.1002/mar.21148
M3 - Article
AN - SCOPUS:85053878176
SN - 0742-6046
VL - 35
SP - 957
EP - 967
JO - Psychology and Marketing
JF - Psychology and Marketing
IS - 12
ER -