A longitudinal investigation of customer cooperation in services: The role of appraisal of cooperation behaviors

Junzhou Zhang, Chuanyi Tang, Lin Guo, Hangjun Xu

Research output: Contribution to journalArticlepeer-review

4 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)957-967
Number of pages11
JournalPsychology and Marketing
Volume35
Issue number12
DOIs
StatePublished - Dec 2018

Keywords

  • appraisal processes
  • customer cooperation
  • goal attainment
  • goal-driven behavior

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