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Title: The effect of co-production process and outcome on customer evaluative judgments
Authors: Merken, Anne 
Streukens, Sandra 
Leroi-Werelds, Sara 
Issue Date: 2014
Publisher: Grupo Diario Imprenta, S.L.
Source: Bigné, Enrique (Ed.). Proceedings of the 2014 EMAC Conference, Valencia, Spain (June 3-6), Grupo Diario Imprenta, S.L.,p. 137-137
Abstract: Co-production has increased substantially over the years. Nonetheless, how co-production influences customer evaluations remains vague. As co-production entails customers’ active participation in the production process, the influence of the co-production process should be considered in addition to the evaluation of the outcome. Therefore, we simultaneously examine the effect of co-production process quality and outcome quality on customer evaluations. The present study shows that both process and outcome quality significantly impact satisfaction and repurchase intention, however, we fail to find an interaction effect. Thus, firms should not only focus on designing effective co-production outcomes, but also on creating an enjoyable process.
Keywords: co-production; process quality; outcome quality
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ISBN: 9788437094533
Rights: © 2014, EMAC (European Marketing Academy) © 2014, Universitat de València
Category: C1
Type: Proceedings Paper
Appears in Collections:Research publications

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