The effects of behavioral, cognitive, and decisional control in co-production service experiences Academic Article uri icon


  • © 2015, Springer Science+Business Media New York. Companies are encouraging customers to participate in the process of creating and delivering their offering(s). In this strategy, not only do providers select a level of customer co-production, but also the level of customer control. This study examines the effects of control types (cognitive, behavioral, and decisional) and their interaction on customers’ affective responses in service operations with varying levels of co-production. An extensive two-study design, across two service contexts, tests the interaction of different levels of co-production and control types on customers’ affective responses. Results show when decisional control is low, one additional control type (behavioral or cognitive) in the operational process can compensate for low decisional control. Theoretical and practical implications are discussed.

published proceedings

  • Marketing Letters

altmetric score

  • 0.25

author list (cited authors)

  • Esmark, C. L., Noble, S. M., Bell, J. E., & Griffith, D. A.

citation count

  • 17

complete list of authors

  • Esmark, Carol L||Noble, Stephanie M||Bell, John E||Griffith, David A

publication date

  • January 2015