The dark side of customer participation

Luu, Ngoc, Cadeaux, Jack and Ngo, Liem (2015) The dark side of customer participation. In: 2015 ANZMAC main conference: innovation and growth strategies in marketing, Nov 30 - Dec 2 2015, Sydney, Australia.

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Abstract

Fierce competition in many industries has prompted many firms to participate in supplier development by sharing information or improving suppliers’ capabilities. However, managers are unsure about how much to participate to avoid opportunism behaviour and narrow down relationship value gap in exchanges between two firms. From an analysis of 116 matched buyersupplier dyads, this study reveals that both customer participation as information sharer (CPI) and customer participation as capability developer (CPD) have U-shaped links with relationship value gap. The results of this study provide important theoretical implications and specific managerial guidelines as to how to manage customer participation in order to balance relationship value for both customers and suppliers.

Item Type: Conference or Workshop Item (Paper)
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of products
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Depositing User: Ngoc Luu
Date Deposited: 20 Oct 2016 15:54
Last Modified: 20 Oct 2016 16:07
URI: http://sro.sussex.ac.uk/id/eprint/64919

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