Customer Self-Efficacy and Response to Service

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service self-efficacy, value, voice, exit, loyalty, word of mouth, Hirschman


The customers’ role is significant in the delivery and consumption of many types of services. This study examines customers’ beliefs about their ability to participate in a service (service use self-efficacy) and its effect on response to service. A theoretical model is proposed that explains how self-efficacy affects customers’ perceptions of service value and complaint intentions (“voice”). These factors, in turn, predict exit intentions and positive word of mouth. The model is tested on a sample of 444 members of a group insurance plan. The results of a structural equation model confirm the hypothesized relationships. The findings suggest that service managers should take steps to increase customer service use self-efficacy, such as providing training with feedback, vicarious experiences (e.g., print or video portrayals of successful service experiences), verbal persuasion (e.g., “You can do this”-type coaching), and a low-stress environment. It is also important to develop varied opportunities for customer comments.

Recommended Citation

McKee, Daryl, Christina S. Simmers, and Jane Licata. "Customer self-efficacy and response to service." Journal of Service Research 8, no. 3 (2006): 207-220.

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