Purpose

Drawing on the reciprocity principle of social exchange theory situated within Service-dominant Logic, this study aims to examine how customers’ perception of knowledge sharing in co-production, their inherent scepticism and prosocial orientation relate to their willingness to co-create and provide feedback on services. The authors also explored the interplay between these factors to identify conditions in configurations comprising scepticism, which may help navigate its adverse effects.

Design/methodology/approach

The authors surveyed 556 online and offline mobile payment service users. They used a combination of partial least squares structural equation modelling (PLS-SEM) to assess the relationships among variables, and fuzzy-set qualitative comparative analysis (fsQCA) to identify configurations associated with feedback behaviour.

Findings

The study determined that customer perception of co-production knowledge sharing is positively associated with willingness to co-create and feedback behaviour. Additionally, prosocial orientation positively affects this relationship, while scepticism has an adverse effect. Willingness to co-create mediates the relationship between customer perception of co-production knowledge sharing and feedback behaviour. The fsQCA findings revealed configurations for potentially navigating doubts regarding feedback. To encourage valuable customer feedback, businesses may consider promoting a collaborative and supportive atmosphere, emphasising shared advantages or building trust even among hesitant and doubtful individuals.

Originality/value

This study uniquely examines how both prosocial tendencies and scepticism relate to customer feedback behaviour in co-creation by using a hybrid PLS-SEM/fsQCA approach to identify co-existing conditions in configurations comprising scepticism that may help navigate its adverse effects and leverage customer feedback for business improvement.

中文翻译：

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增强客户对合作生产知识共享的感知：克服怀疑并利用亲社会性来解锁共同创造中的积极反馈行为

 目的

借鉴服务主导逻辑中社会交换理论的互惠原则，本研究旨在考察客户对共同生产中知识共享的感知、他们固有的怀疑主义和亲社会取向与他们共同创造和提供服务反馈的意愿之间的关系。作者还探讨了这些因素之间的相互作用，以确定包含怀疑论的配置中的条件，这可能有助于驾驭其不利影响。

设计/方法/方法

作者调查了 556 名线上和线下移动支付服务用户。他们结合使用偏最小二乘结构方程模型 （PLS-SEM） 来评估变量之间的关系，并使用模糊集定性比较分析 （fsQCA） 来识别与反馈行为相关的配置。

 发现

该研究确定，客户对联合生产知识共享的感知与共同创造和反馈行为的意愿呈正相关。此外，亲社会取向对这种关系有积极影响，而怀疑论则有不利影响。共同创造的意愿调解了客户对共同生产的看法、知识共享和反馈行为之间的关系。fsQCA 调查结果揭示了可能解决反馈疑问的配置。为了鼓励有价值的客户反馈，企业可以考虑促进协作和支持的氛围，强调共享优势或建立信任，即使是在犹豫和怀疑的人之间也是如此。

 原创性/价值

本研究通过使用混合 PLS-SEM/fsQCA 方法识别包含怀疑主义的配置中的共存条件，从而独特地检查了亲社会倾向和怀疑论如何与共同创造中的客户反馈行为相关联，这可能有助于驾驭其不利影响并利用客户反馈进行业务改进。