THE EFFECTS OF CUSTOMER PARTICIPATION AND CUSTOMER-TO-CUSTOMER INTERACTION ON AFFECTIVE, MOTIVATIONAL AND COGNITIVE SERVICE EXPERIENCE

摘要

The findings indicate that customer participation and customer-to-customer interaction have positive effects on consumers' emotional, motivational and cognitive experiences of service consumption, which in turn have positive effects on consumers' repurchase intention and brand advocacy. However, customer-to-customer interaction consistently outperformed customer participation in increasing consumers' affective commitment to the service brand, their intrinsic motivation to consume the service, and cognitive evaluation of the service experience. Consumers' affective commitment played a more important role than intrinsic motivation and cognitive evaluation of the service in enhancing brand advocacy and repurchase intention. Importantly, affective commitment was the only significant predictor of consumers' behavioral outcomes such as the actual number of people they have recommended, the amount of money spent on extra services and the number of hours they consumed the service.