Journal article
Creating Loyal Prosocial Transformative Service Consumers: A Proposed Model With Direct and Indirect Effects
Australasian Marketing Journal, Vol.29(1), pp.41-53
2021
Abstract
Understanding transformative services, where the consumer is not the primary well-being beneficiary, is fundamental to furthering the transformative service research (TSR) paradigm. Furthermore, it is imperative to understand the co-creation behaviors consumers can partake in during prosocial transformative services to improve their service experience and, ultimately, their repeat usage of the service. This study is one of the first to develop a model drawing together three key service frameworks (co-creation behavior, service quality, and consumer value), which is empirically validated using real consumers of a prosocial transformative service, namely blood donation. In addition, a key strength of the study is the objective measurement of behavioral loyalty using organizational records, which is an important extension to prior TSR studies that often measure attitudinal loyalty (behavioral intentions) as a proxy. The findings have important implications for furthering transformative scholars’ and practitioners’ understanding of how services can improve individual and societal well-being.
Details
- Title
- Creating Loyal Prosocial Transformative Service Consumers: A Proposed Model With Direct and Indirect Effects
- Authors
- Rory Mulcahy (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesRebekah Russell-Bennett (Author) - Queensland University of TechnologyJo Previte (Author) - University of Queensland
- Publication details
- Australasian Marketing Journal, Vol.29(1), pp.41-53
- Publisher
- Elsevier Ltd.
- DOI
- 10.1177/1839334921998518
- ISSN
- 1839-3349
- Organisation Unit
- University of the Sunshine Coast, Queensland; School of Business and Creative Industries
- Language
- English
- Record Identifier
- 99518608302621
- Output Type
- Journal article
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11 Record Views
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