TY  - GEN
AU  - YIM, CHI KIM(BENNETT)
AU  - CHAN, KIMMY WA
TI  - Do customers and employees enjoy service participation?: Synergistic effects of self and other efficacy
PY  - 2013///
KW  - MARKETING
N2  - Extant research confirms the importance of value cocreation through customer participation, but relatively little is known about whether and how it creates an enjoyable experience for customers and service employees and the consequential outcomesof this positive affective experience. This study applies the concept of flow as an overarching framework and draws theoritical support from social cognitive theory, particularly its extension , of examine how customers and employees derive enjoyment from customer participation conditional on their perceived efficacy of themselves and their partners in financial services
ER  -