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Unformatted text preview: is higher as well. Moreover, the interpersonal level
identified that accuracy of communication was positively related with performance (Penley et al., 2009).
Thus, the hypothesis is posited as follows:
Hypothesis 5: The higher the valuable marketing communication proactiveness is, the more likely
that firms will gain greater (a) firm survival, (b) customer participation efficiency, (c) marketing
advantage sustainability, and (d) market acceptance quality.
2.2 Customer Participation Efficiency
Customer participation efficiency can be defined as the specific behaviors, degree of consumer’s effort
and involvement, both mental and physical that relate to the production and delivery of a service
(Cermak, File and Prince, 1994; Silpakit and fisk, 1985). Silpakit and Fisk (1985) have hypothesized that
the more participation, the easier it is for customers to evaluate services. Youngdahl et al., (2003)
explained that customer participation is service customer’s satisfaction-seeking behaviors. In order to
increase the likelihood of satisfactory service experience or to salvage failing service encounters, service
customers expend significant effort through a variety of behaviors, before, during, and after encounters.
An-Tien Hsieh et al., (2004) find that customer participation is positively related to service providers’
perceived worked, which implies that it is inappropriate to decrease the number of service employees
based on service design that includes customer participation. In addition, prior study concludes that
customer satisfaction leads to marketing outcomes (Saekoo and Ussahawanitchakit, 2010) and market
performance (Sansook and Ussahawanitchakit, 2009). Hence, it implies that customer participation
efficiency is associated with marketing outcomes as well. As mentioned above, the hypothesis is, thus,
posited as follows:
Hypothesis 6: The higher the customer participation efficiency is, the more likely that firms will
gain greater (a) marketing excellence, and...
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This document was uploaded on 01/28/2014.
- Spring '14
- The Land