DENİZ TURİZMİNDE MÜŞTERİ KATILIMININ ÖNCÜLLERİ VE SONUÇLARI

Yıl 2020, Cilt: 12 Sayı: 1, 123 - 158, 21.08.2020

Elif Koç Durmuş Ali Deveci Cansu Yıldırım

https://doi.org/10.18613/deudfd.775111

Öz

İşletmeler son zamanlarda hizmet üretim ve sunum süreçlerine müşterilerini dahil etmekte, onları değer yaratma faaliyetlerinin bir parçası ve işletmenin bir kaynağı olarak görmektedir. Bu noktada, hizmet araştırmalarında birçok çalışma müşteri katılım kavramı üzerinde yoğunlaşmıştır. Marinalar, deniz turizmi alanında faaliyet gösteren önemli hizmet işletmeleridir. Rekabetin hızla arttığı bu sektörde marina işletmeleri, müşterilerin düşünce, bilgi ve becerilerinden faydalanarak daha yüksek hizmet performansı sergileme çabasındadırlar. Bu çalışma, marina hizmetleri bağlamında müşteri katılımı ile ilgili gelecekte yapılacak çalışmalara yol göstermeyi amaçlamıştır. İlk önce mevcut literatür sistematik şekilde taranmış, mevcut yazında bahsedilen müşteri katılımının öncülleri ve sonuçları ortaya koyulmuştur. Daha sonra; literatür taraması bulguları ve uzman görüşleri göz önünde bulundurularak, marina endüstrisinde müşteri perspektifinden (yat sahibi veya yat kullanıcıları) müşteri katılımını ele alacak çalışmalar için kavramsal bir çerçeve sunulmuştur. Kavramsal çerçevede; müşteri katılımının öncülleri olarak incelenebilecek kavramlar “müşteri ile ilgili”,“işletme ile ilgili” ve “endüstri özelinde” olmak üzere üç grup altında toplanmıştır. Katılımın sonuçları ise, mevcut yazında hizmet süreçlerinin sonuçları olarak yer alan hususlarla benzerlik göstermektedir. Bu çalışma, deniz turizmi endüstrisinde müşterilerin rollerini, davranışlarını ve katılım eğilimlerini anlamak ve işletmelere pazarlama strarejileri belirleme hususunda yol gösterici olmak amacıyla yapılacak çalışmalar için öncü bir çalışmadır.

Anahtar Kelimeler

Birlikte Değer Yaratma, Deniz Turizmi, Marina, Müşteri Katılımı

ANTECEDENTS AND CONSEQUENCES OF CUSTOMER PARTICIPATION IN MARINE TOURISM

Öz

Companies have recently included their customers in service production and delivery processes and recognize them as part of value creation activities and a source of business. At this point, many studies in service research have focused on the concept of customer participation. Marinas are relevant to service businesses operating in the marine tourism industry. In this sector, where competition is rapidly increasing, marina enterprises strive to exhibit higher service performance by benefiting from customers' thoughts, knowledge and skills. This study aimed to guide future studies on customer participation in the context of marina services. First, extant literature was systematically reviewed, and the precursors and results of the customer participation mentioned in the current literature were revealed. Later, considering the literature review findings and expert opinions, a conceptual framework is presented for studies that will address customer participation from the customer perspective (yacht owner or yacht users) in the marina industry. In the theoretical framework, the concepts that can be examined as the antecedents of customer participation have been gathered under three groups: "customer-related", "company-related" and "industry-specific". The outcomes of the participation are similar to those in the current literature as the results of service processes.. This study is a pioneering study to understand the roles, behaviours and participation trends of customers in the marine tourism industry and to guide businesses in determining marketing strategies.

Anahtar Kelimeler

Value Co-creation, Marine Tourism, Marina, Customer Participation

Kaynakça

• Abosag, I., Baker, T. L., Hall, K. L., Voulgari, A. D. ve Zheng, X. (2017). Antecedents and consequences of liking in retail service relationships in China and Greece. International Business Review, 26(3), 566–578.
• Ang, T., Liou, R. S. ve Wei, S. (2018). Perceived cultural distance in intercultural service encounters: does customer participation matter? Journal of Services Marketing, 32(5), 547–558.
• Apenes Solem, B. A. (2016). Influences of customer participation and customer brand engagement on brand loyalty. Journal of Consumer Marketing, 33(5), 332-342.
• Atlay Işık, D. (2011). Yat Turizminde Holistik Pazarlama ve Türkiye için Farklılaştırma Stratejileri. İzmir: Dokuz Eylül Üniversitesi Yayınları.
• Auh, S., Bell, S. J., McLeod, C. S. ve Shih, E. (2007). Co-production and customer loyalty in financial services. Journal of Retailing, 83(3), 359–370.
• Bendapudi, N. ve Leone, R. P. (2003). Psychological implications of customer participation in co-production. Journal of Marketing, 67(1), 14–28.
• Benoit (née Moeller), S., Bilstein, N., Hogreve, J. ve Sichtmann, C. (2016). Explaining social exchanges in information-based online communities (IBOCs). Journal of Service Management, 27(4), 460-480.
• Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383-406.
• Bharti, K., Agrawal, R. ve Sharma, V. (2014). What drives the customer of world’s largest market to participate in value co-creation? Marketing Intelligence and Planning, 32(4), 413–435.
• Bitner, M., Faranda, W. T., Hubbert, A. R. ve Zeithaml, V. A. (1997). Customer contributions and roles in service delivery. International Journal of Service Industry Management, 8(3), 193–205.
• Bowen, D. E., Schneider, B. ve Czepiel, J. A. (1985). Boundary-Spanning-Role Employees and the Service Encounter: Some Guidelines for Management and Research, in J.A. Czepiel, M.R. Solomon, C. Surprenant (Eds.), The Service Encounter, pp. 127-148. Lexington Books.
• Buonincontri, P., Morvillo, A., Okumus, F. ve van Niekerk, M. (2017). Managing the experience co-creation process in tourism destinations: Empirical findings from Naples. Tourism Management, 62, 264–277.
• Büttgen, M., Schumann, J. H., & Ates, Z. (2012). Service locus of control and customer coproduction: the role of prior service experience and organizational socialization. Journal of service research, 15(2), 166-181.
• Cermak, D. S., File, K. M. ve Prince, R. A. (1994). Customer participation in service specification and delivery. Journal of Applied Business Research (JABR), 10(2), 90-97.
• Chan, K. W., Yim, C. K. ve Lam, S. S. K. (2010). Is customer participation in value creation a double-edged sword? evidence from professional financial services across cultures. Journal of Marketing, 74(3), 48–64.
• Chang, W. ve Taylor, S. A. (2016). The effectiveness of customer participation in new product development: A meta-analysis. Journal of Marketing, 80(1), 47–64.
• Chen, C. C. V. ve Chen, C. J. (2017). The role of customer participation for enhancing repurchase intention. Management Decision, 55(3), 547-562.
• Chen, C. F. ve Wang, J. P. (2016). Customer participation, value co-creation and customer loyalty - A case of airline online check-in system. Computers in Human Behavior, 62, 346–352.
• Chen, C. Y. (2018). How customer participation influences service failure attribution: The moderating effect of self-efficacy. Journal of Service Theory and Practice, 28(3), 298-314.
• Chen, S. C. ve Raab, C. (2017). Construction and Validation of the Customer Participation Scale. Journal of Hospitality and Tourism Research, 41(2), 131–153.
• Chen, S. C., Raab, C. ve Tanford, S. (2015). Antecedents of mandatory customer participation in service encounters: An empirical study. International Journal of Hospitality Management, 46, 65–75.
• Chepurna, M. ve Rialp Criado, J. (2018). Identification of barriers to co-create on-line: the perspectives of customers and companies. Journal of Research in Interactive Marketing, 12(4), 452-471.
• Claycomb, C., Lengnick-Hall, C. A. ve Inks, L. W. (2001). The customer as a productive resource: a pilot study and strategic implications. Journal of Business strategies, 18(1), 47-69.
• Dabholkar, P. A. (1990). How to improve perceived service quality by improving customer participation. In B. J. Dunlap (Ed.), Developments in marketing science (pp. 483–487). NC: Journal of the Academy of Marketing Science.
• Dabholkar, P. A. ve Sheng, X. (2012). Consumer participation in using online recommendation agents: Effects on satisfaction, trust, and purchase intentions. Service Industries Journal, 32(9), 1433–1449.
• Damali, U., Miller, J. L., Fredendall, L. D., Moore, D. W. ve Dye, C. J. (2016). Co-creating value using customer training and education in a healthcare service design. Journal of Operations Management, (47–48), 80–97.
• Deborah, L. K., William, E. Y. ve David, E. B. (1997). On the relationship between customer participation and satisfaction: Two frameworks. International Journal of Service Industry Management, 8(3), 206-219.
• Decrop, A. (1999). Triangulation in qualitative tourism research. Tourism management, 20(1), 157-161.
• Dellande, S., Gilly, M. C. ve Graham, J. L. (2004). Gaining compliance and losing weight: The role of the service provider in health care services. Journal of Marketing, 68(July), 78-91.
• Delpechitre, D., Beeler-Connelly, L. L. ve Chaker, N. (2018). Customer value co-creation behavior: A dyadic exploration of the influence of salesperson emotional intelligence on customer participation and citizenship behavior. Journal of Business Research, 92(July), 9–24.
• Denyer, D. ve Tranfield, D. (2009). Producing a systematic review, in D. A. Buchanan and A. Bryman (Eds.), The Sage handbook of organizational research methods, pp. 671–689. Sage Publications Ltd.
• Dong, B. (2015). How a customer participates matters: "I am producing" versus "I am designing". Journal of Services Marketing, 29(6–7), 498–510.
• Dong, B., Evans, K. R. ve Zou, S. (2008). The effects of customer participation in co-created service recovery. Journal of the Academy of Marketing Science, 36(1), 123–137.
• Dong, B. ve Sivakumar, K. (2015). A process-output classification for customer participation in services. Journal of Service Management, 26(5), 726-750.
• Dong, B., Sivakumar, K., Evans, K. R. ve Zou, S. (2015). Effect of Customer Participation on Service Outcomes: The Moderating Role of Participation Readiness. Journal of Service Research, 18(2), 160-176.
• Eisingerich, A. B., Auh, S. ve Merlo, O. (2014). Acta Non Verba? The Role of Customer Participation and Word of Mouth in the Relationship Between Service Firms’ Customer Satisfaction and Sales Performance. Journal of Service Research, 17(1), 40–53.
• Elsharnouby, T. H. (2016). Participation behaviour among international students. International Journal of Educational Management, 30(5), 679-697.
• Elsharnouby, T. H. ve Mahrous, A. A. (2015). Customer participation in online co-creation experience: the role of e-service quality. Journal of Research in Interactive Marketing, 9(4), 313-336.
• Engström, J. ve Elg, M. (2015). A self-determination theory perspective on customer participation in service development. Journal of Services Marketing, 29(6–7), 511–521.
• Ennew, C. T., & Binks, M. R. (1996). The impact of service quality and service characteristics on customer retention: Small businesses and their banks in the UK 1. British Journal of management, 7(3), 219-230.
• Fang, E., Palmatier, R. W. ve Evans, K. R. (2008). Influence of customer participation on creating and sharing of new product value. Journal of the Academy of Marketing Science, 36(3), 322–336.
• Flores, J. ve Vasquez-Parraga, A. Z. (2015). The impact of choice on co-produced customer value creation and satisfaction. Journal of Consumer Marketing, 32(1), 15–25.
• Foroudi, P., Gupta, S., Sivarajah, U. ve Broderick, A. (2018). Investigating the effects of smart technology on customer dynamics and customer experience. Computers in Human Behavior, 80, 271–282.
• Foroudi, P., Yu, Q., Gupta, S. ve Foroudi, M. M. (2019). Enhancing university brand image and reputation through customer value co-creation behaviour. Technological Forecasting and Social Change, 138(May), 218–227.
• France, C., Grace, D., Merrilees, B. ve Miller, D. (2018). Customer brand co-creation behavior: conceptualization and empirical validation. Marketing Intelligence and Planning, 36(3), 334-348.
• Frasquet-Deltoro, M., Alarcón-del-Amo, M. del C. ve Lorenzo-Romero, C. (2019). Antecedents and consequences of virtual customer co-creation behaviours. Internet Research, 29(1), 218-244.
• Gabbott, M. (2006). Undertaking a Literature Review in Marketing. The Marketing Review, 4(4), 411-429.
• Gallan, A. S., Jarvis, C. B., Brown, S. W. ve Bitner, M. J. (2013). Customer positivity and participation in services: An empirical test in a health care context. Journal of the Academy of Marketing Science, 41(3), 338–356.
• Gist, M. E. (1987). Self-efficacy: Implications for organizational behavior and human resource management. Academy of Management Review, 12(3), 472-485.
• Greenberg, J. ve Zhang, Z. (2010). Managing behavior in organizations. Boston: MA, Pearson.
• Grönroos, C. ve Voima, P. (2013). Critical service logic: Making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41, 133-150.
• Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7–27.
• Gürbüz, S. ve Şahin, F. (2016). Sosyal Bilimlerde Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.
• Heron, R. ve Juju, W. (2012). The Marina-Sustainable Solutions for a Profitable Business. Lulu.com.
• Holland, J. ve Baker, S. M. (2001). Customer participation in creating site brand loyalty. Journal of Interactive Marketing, 15(4), 34–45.
• Hu, M., Zhang, M. ve Luo, N. (2016). Understanding participation on video sharing communities: The role of self-construal and community interactivity. Computers in Human Behavior, 62, 105–115.
• Im, J. ve Qu, H. (2017). Drivers and resources of customer co-creation: A scenario-based case in the restaurant industry. International Journal of Hospitality Management, 64, 31–40.
• IMEAK DTO, (2009). Deniz Sektörü Raporu 2008. http://www.denizticaretodasi.org/detoportal/Portals/Documents/s_raporu_2008tr.rar, Erişim Tarihi: 22.12.2019.
• Joo, J. ve Marakhimov, A. (2018). Antecedents of customer participation in business ecosystems: evidence of customers’ psychological ownership in Facebook. Service Business, 12(1), 1–23.
• Joo, J. ve Shin, M. M. (2018). Building sustainable business ecosystems through customer participation: A lesson from South Korean cases. Asia Pacific Management Review, 23(1), 1–11.
• Kamboj, S., Sarmah, B., Gupta, S. ve Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management, 39(March), 169–185.
• Kefi, H. ve Maar, D. (2018). The power of lurking: Assessing the online experience of luxury brand fan page followers. Journal of Business Research, (Article in Press).
• Kelley, S. W., Donnelly Jr, J. H. ve Skinner, S. J. (1990). Customer participation in service production and delivery. Journal of Retailing, 66(3), 315-336.
• Kelley, S. W., Skinner, S. J. ve Donnelly, J. H. (1992). Organizational socialization of service customers. Journal of Business Research, 25(3), 197–214.
• Kim, K. (Anthony) ve Byon, K. K. (2018). A mechanism of mutually beneficial relationships between employees and consumers: A dyadic analysis of employee–consumer interaction. Sport Management Review, 21(5), 582–595.
• Koç, E., Ar, A. A. ve Aydın, G. (2017). The potential implications of indulgence and restraint on service encounters in tourism and hospitality. Ecoforum Journal, 6(3).
• Koç, E. ve Karataş Çetin, Ç. (2017). Marinalarda “Deniz Operasyon İşlemleri” Süreç Analizi: Örnek Olay Çalışması. Dokuz Eylül Üniversitesi Denizcilik Fakültesi Dergisi, UDTS 2016 Special Issue: 1-26.
• Kotzé, T. G. ve Plessis, P. J. (2003). Students as “co-producers” of education: A proposed model of student socialisation and participation at tertiary institutions. Quality Assurance in Education, 11(4), 186–201.
• Kujur, F. ve Singh, S. (2017). Engaging customers through online participation in social networking sites. Asia Pacific Management Review, 22(1), 16–24.
• Kuş E. (2012). Nicel-nitel araştırma teknikleri sosyal bilimlerde araştırma teknikleri nicel mi? Nitel mi? Ankara: Anı Yayıncılık.
• Laud, G. ve Karpen, I. O. (2017). Value co-creation behaviour – role of embeddedness and outcome considerations. Journal of Service Theory and Practice, 27(4), 778-807.
• Lee, Y. H., Hsiao, C. ve Chen, Y. C. (2017). Linking positive psychological capital with customer value co-creation. International Journal of Contemporary Hospitality Management, 29(4), 1235-1255.
• Lin, M. J. J. ve Huang, C. H. (2013). The impact of customer participation on NPD performance: The mediating role of inter-organisation relationship. Journal of Business and Industrial Marketing, 28(1), 3–15.
• Lin, M. J. J., Tu, Y. C., Chen, D. C. ve Huang, C. H. (2013). Customer participation and new product development outcomes: The moderating role of product innovativeness. Journal of Management and Organization, 19(3), 314–337.
• Lovelock, C. H. (1981). Why marketing management needs to be different for services? in J.H. Donnely ve W.R. George (Eds), Marketing of Services, pp. 5-9. Chicago, IL: American Marketing Association.
• Mahapatra, S. (2017). Impact of participation on behaviour outcomes in health care service. Benchmarking, 24(4), 1082-1098.
• Mattila, A. S. (1999). The role of culture in the service evaluation process. Journal of Service Research, 1(3), 250-261.
• Maylor, H. ve Blackmon, K. (2005) Researching Business and Management. Hampshire, UK: Palgrave Macmillan.
• Moher, D., Liberati, A., Tetzlaff, J., Altman, D. G. ve Prisma Group. (2009). Preferred reporting items for systematic reviews and meta-analyses: the PRISMA statement. PLoS med, 6(7), e1000097.
• Mustak, M. (2019). Customer participation in knowledge intensive business services: Perceived value outcomes from a dyadic perspective. Industrial Marketing Management, 78, 76-87.
• Mustak, M., Jaakkola, E. ve Halinen, A. (2013). Customer participation and value creation: A systematic review and research implications. Managing Service Quality, 23(4), 341–359.
• Mustak, M., Jaakkola, E., Halinen, A. ve Kaartemo, V. (2016). Customer participation management: Developing a comprehensive framework and a research agenda. Journal of Service Management, 27(3), 250-275.
• Ngo, L. V. ve O’Cass, A. (2013). Innovation and business success: The mediating role of customer participation. Journal of Business Research, 66(8), 1134–1142.
• Orams M. (2002). Marine tourism: development, impacts and management. London: Routledge. Osei-Frimpong, K. (2017). Patient participatory behaviours in healthcare service delivery. Journal of Service Theory and Practice, 27(2), 453-474.
• Özer Sarı, F. (2013). Marina İşletmeciliği. Ankara: Nobel Yayınları.
• Park, C., Lee, H., Jun, J. ve Lee, T. (2018). Two-sided effects of customer participation: roles of relationships and social-interaction values in social services. Service Business, 12(3), 621–640.
• Plé, L. (2013). How does the customer fit in relational coordination? An empirical study in multichannel retail banking. Management (France), 16(1): 1-30.
• Plé, L. (2016). Studying customers’ resource integration by service employees in interactional value co-creation. Journal of Services Marketing, 30(2), 152–164.
• Poushneh, A. ve Vasquez-Parraga, A. Z. (2018). The role of customer readiness and participation in non-technology-based service delivery. Journal of Consumer Marketing, 35(6), 588-600.
• Punch, K. F. (2005). Sosyal Araştırmalara Giriş: Nicel ve nitel yaklaşımlar. Ankara: Siyasal Kitabevi.
• Rebecca Yen, H., Gwinner, K. P. ve Su, W. (2004). The impact of customer participation and service expectation on Locus attributions following service failure. International Journal of Service Industry Management, 15(1), 7-26.
• Revilla-Camacho, M. Á., Vega-Vázquez, M. ve Cossío-Silva, F. J. (2015). Customer participation and citizenship behavior effects on turnover intention. Journal of Business Research, 68(7), 1607–1611.
• Rodie, A. R. ve Kleine, S. S. (2000). Customer participation in services production and delivery. Handbook of services marketing and management, 111-125.
• Santos, J. B. ve Spring, M. (2015). Are knowledge intensive business services really co-produced? Overcoming lack of customer participation in KIBS. Industrial Marketing Management, 50, 85–96.
• Sarkar Sengupta, A. ve Pillai, S. S. (2017). Impact of other customers on service quality evaluation and revisit intention in hospitality services. International Journal of Culture, Tourism, and Hospitality Research, 11(2), 182–192.
• Sarmah, B., Kamboj, S. ve Kandampully, J. (2018). Social media and co-creative service innovation: an empirical study. Online Information Review, 42(7), 1146-1179.
• Sarmah, B. ve Rahman, Z. (2018). Customer co-creation in hotel service innovation: An interpretive structural modeling and MICMAC analysis approach. Benchmarking, 25(1), 297-318.
• Schumann, J. H. ve München, T. U. (2011). Cross-country variation of customer participation behavior : an institutional explanation. American Marketing Association, Winter (2011).
• Shamim, A., Ghazali, Z. ve Albinsson, P. A. (2017). Construction and validation of customer value co-creation attitude scale. Journal of Consumer Marketing, 34(7), 591–602.
• Sharma, N. ve Patterson, P. G. (1999). The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services. Journal of Services Marketing, 13(2), 151-170.
• Shenton, A. K. (2004). Strategies for ensuring trustworthiness in qualitative research projects. Education for information, 22(2), 63-75.
• Smith, J. B. (1998). Buyer-seller relationships: Similarity, relationship management, and quality. Psychology and Marketing, 15(1), 3-21.
• Stokburger-Sauer, N. E., Scholl-Grissemann, U., Teichmann, K. ve Wetzels, M. (2016). Value cocreation at its peak: the asymmetric relationship between coproduction and loyalty. Journal of Service Management, 27(4), 563-590.
• Strauss, A. ve Corbin, J. (1990). Basics of Qualitative Research Techniques and Procedures for Developing Grounded Theory. London: Sage Publications.
• Taheri, B., Coelho, F. J., Sousa, C. M. P. ve Evanschitzky, H. (2017). Mood regulation, customer participation, and customer value creation in hospitality services. International Journal of Contemporary Hospitality Management, 29(12), 3063-3081.
• Tuan, L. T. (2016). How HR flexibility contributes to customer value co-creation behavior. Marketing Intelligence and Planning, 34(5), 646-670.
• Türnüklü, A. (2000). Eğitimbilim araştırmalarında etkin olarak kullanılabilecek nitel biraraştırma tekniği: Görüşme. Kuram ve Uygulamada Eğitim Yönetimi Dergisi, 6(4), 543-559.
• Uzkurt, C. (2010). Customer participation in the service process: A model and research propositions. International Journal of Services and Operations Management, 6(1), 17-37.
• Vaisnore, A. ve Petraite, M. (2012). the Enablement of Customer’S Participation in the Open Innovation Processes: an Analytical Framework. Economics and Management, 17(4), 1600–1613.
• van Beuningen, J., de Ruyter, K. ve Wetzels, M. (2011). The power of self-efficacy change during service provision: Making your customers feel better about themselves pays off. Journal of Service Research, 14(1), 108-125.
• Van Vaerenbergh, Y., Hazée, S. ve Costers, A. (2018). Customer participation in service recovery: a meta-analysis. Marketing Letters, 29, 465-483.
• Vargo, S. L. ve Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(January) 1-17.
• Vargo, S. L. ve Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36, 1-10.
• Vega-Vazquez, M., Revilla-Camacho, M. Á. ve Cossío-Silva, F. J. (2013). The value co-creation process as a determinant of customer satisfaction. Management Decision, 51(10), 1945–1953.
• Volvic Chen, C. C., Chen, C. J. ve James Lin, M. J. (2015). The impact of customer participation: The employee’s perspective. Journal of Business and Industrial Marketing, 30(5), 486–497.
• Wang, C. Y. (2019). Customer participation and the roles of self-efficacy and adviser-efficacy. International Journal of Bank Marketing, 37(1), 241-257.
• Wang, C. Y., Lee, H. C. ve Wu, L. W. (2015a). Co-production and the roles of dependence and service importance. Asia Pacific Management Review, 20(3), 148–155.
• Wang, Y., Ma, S. ve Li, D. (2015b). Customer participation in virtual brand communities: The self-construal perspective. Information and Management, 52(5), 577–587.
• Wang, Y., Wu, J. ve Yang, Z. (2013). Customer Participation and Project Performance: The Mediating Role of Knowledge Sharing in the Chinese Telecommunication Service Industry. Journal of Business-to-Business Marketing, 20(4), 227–244.
• Wu, C. H. J. (2011). A re-examination of the antecedents and impact of customer participation in service. Service Industries Journal, 31(6), 863–876.
• Wu, J. J., Kung, H. Y. ve Lin, T. M. Y. (2017). Influence of customer participation on information technology services. Industrial Management and Data Systems, 117(6), 1077–1092.
• Yang, C.C., Chen P.S. ve Chien, Y.H. (2014). Customer expertise , affective commitment , customer participation , and loyalty in B & B services. The International Journal of Organizational Innovation, 6(April), 174–184.
• Yang, K., Li, X., Kim, H. J. ve Kim, Y. H. (2015). Social shopping website quality attributes increasing consumer participation, positive eWOM, and co-shopping: The reciprocating role of participation. Journal of Retailing and Consumer Services, 24(C), 1–9.
• Yeh, Y. P. (2016). Market orientation and service innovation on customer perceived value: The case of supermarket retailers. Management Research Review, 39(4), 449-467.
• Yi, Y. ve Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279-1284.
• Yi, Y., Nataraajan, R. ve Gong, T. (2011). Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention. Journal of Business Research, 64(1), 87–95.
• Yim, C. K., Chan, K. W. ve Lam, S. S. K. (2012). Do customers and employees enjoy service participation? Synergistic effects of self-And other-efficacy. Journal of Marketing, 76(November), 121-140.
• Yoo, J. J., Arnold, T. J. ve Frankwick, G. L. (2012). Effects of positive customer-to-customer service interaction. Journal of Business Research, 65(9), 1313–1320.
• Youngdahl, W. E., Kellogg, D. L., Nie, W. ve Bowen, D. E. (2003). Revisiting customer participation in service encounters: Does culture matter? Journal of Operations Management, 21(1), 109–120.
• Zeithaml, V. A. (1981). How consumer evaluation processes differ between goods and services. Marketing of Services. Chicago: American Marketing Association.
• Zhang, H., Lu, Y., Wang, B. ve Wu, S. (2015). The impacts of technological environments and co-creation experiences on customer participation. Information and Management, 52(4), 468–482.
• Zhang, J. ve Zhu, M. (2019). When can B2B firms improve product innovation capability (PIC) through customer participation (CP)? The moderating role of inter-organizational relationships? Journal of Business and Industrial Marketing, 34(1), 12–23.
• Zhao, Y., Chen, Y., Zhou, R. ve Ci, Y. (2019). Factors influencing customers’ willingness to participate in virtual brand community’s value co-creation. Online Information Review, 43(3), 440-461.
• Zhao, Y., Yan, L. ve Keh, H. T. (2018). The effects of employee behaviours on customer participation in the service encounter: The mediating role of customer emotions. European Journal of Marketing, 52(5/6), 1203-1222.
• Zhihong, L., Duffield, C. ve Wilson, D. (2015). Research on the driving factors of customer participation in service innovation in a virtual brand community. International Journal of Innovation Science, 7(4), 299-309.