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

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.