Co-production and customer loyalty in financial services

Sei Auh, Simon J. Bell, Colin S. McLeod, Eric Shih

Research output: Contribution to journalArticle

394 Citations (Scopus)

Abstract

Recent developments in marketing thought and practice highlight the opportunities that co-production of services provide for creating customer value. The authors propose a model of co-production with which they investigate the links between co-production and customer loyalty and the factors likely to increase the level of co-production in a financial services context, with support from an investigation in the medical services context. Further, the authors consider the relationships of customer expertise, customer-advisor communication, customer affective commitment, and interactional justice with the level of co-production. On the basis of testing with a sample of 1,197 customers of a large multinational financial services organization and 100 patients of medical services, the model is partially supported. Therefore, the authors suggest that co-production may have an important role as a basis for competition in the financial services industry.

Original languageEnglish (US)
Pages (from-to)359-370
Number of pages12
JournalJournal of Retailing
Volume83
Issue number3
DOIs
StatePublished - Aug 2007
Externally publishedYes

Fingerprint

Social Justice
Marketing
Industry
Communication
Organizations
Co-production
Financial services
Customer loyalty

Keywords

  • Co-production
  • Customer loyalty
  • Customer value
  • Financial services
  • Medical services

ASJC Scopus subject areas

  • Marketing
  • Applied Psychology

Cite this

Co-production and customer loyalty in financial services. / Auh, Sei; Bell, Simon J.; McLeod, Colin S.; Shih, Eric.

In: Journal of Retailing, Vol. 83, No. 3, 08.2007, p. 359-370.

Research output: Contribution to journalArticle

Auh, Sei ; Bell, Simon J. ; McLeod, Colin S. ; Shih, Eric. / Co-production and customer loyalty in financial services. In: Journal of Retailing. 2007 ; Vol. 83, No. 3. pp. 359-370.
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