Moreover the interpersonal level identified that

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

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...
View Full Document

This document was uploaded on 01/28/2014.

Ask a homework question - tutors are online