Value Co-Creation: Factors Affecting Discretionary Effort Exertion

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Services Marketing Quarterly, ISSN: 1533-2969, Vol: 35, Issue: 4, Page: 321-336

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Praveen Aggarwal; Amiya K. Basu
Informa UK Limited
Business, Management and Accounting
article description
Value co-creation in the context of effort exertion at a fitness center is examined. To benefit from their fitness center membership, customers must exert effort utilizing the equipment and facilities made available by the center. We find three factors that influence customer effort exertion: personal goal clarity (what do I want to get out of my membership), service relevance (how will working out at the center help me achieve my fitness goals), and employee interactions (how do service employees facilitate my effort exertion). We also find that the amount of effort exerted positively impacts customer satisfaction.