Customer Self-Efficacy and Response to Service
研究顾客对参与服务的自我效能感如何影响他们对服务价值的感知和投诉意愿，进而影响退出意愿和正面口碑，对服务管理者提升顾客参与有参考价值。
The customers’ role is significant in the delivery and consumption of many types of services. This study examines customers’ beliefs about their ability to participate in a service (service use self-efficacy) and its effect on response to service. A theoretical model is proposed that explains how self-efficacy affects customers’ perceptions of service value and complaint intentions (“voice”). These factors, in turn, predict exit intentions and positive word of mouth. The model is tested on a sample of 444 members of a group insurance plan. The results of a structural equation model confirm the hypothesized relationships. The findings suggest that service managers should take steps to increase customer service use self-efficacy, such as providing training with feedback, vicarious experiences (e.g., print or video portrayals of successful service experiences), verbal persuasion (e.g., “You can do this”-type coaching), and a low-stress environment. It is also important to develop varied opportunities for customer comments.