Customers as contributors and reliable evaluators of creativity in the service industry
以美发师为研究对象，考察服务业中创造力的性质及顾客作为社会背景对员工创造力的影响，并验证顾客能否成为创造力的可靠评估者。
Abstract Using hair stylists, we examined the nature of creativity in a service setting and the impact of customers as part of the social context for employee creativity. We also assessed whether customers could serve as reliable evaluators of creativity. To do so, we collected data from multiple sources: service providers, supervisors, and customers. Results demonstrated that customer input and customer affective‐based trust made significant, positive, and independent contributions to service‐related creativity. Moreover, customers in the service industry proved to be reliable raters of employee creativity, compatible with supervisors. Finally, input and trust were associated differently with service‐related and organization‐related creativity. Copyright © 2008 John Wiley & Sons, Ltd.