Hypothesis 1: Customer self-determination will positively mediate the relationship between CVCB and customer value by virtue of the fact that CVCB will increase customer self-determination, which will then increase customer value.
We proposed that CVCB could create customer role stress.
Therefore, we proposed that CVCB through participation and citizenship can hinder customer value creation owing to its stress-inducing implications.
Hypothesis 2: Customer role stress will negatively mediate the relationship between CVCB and customer value, by virtue of the fact that CVCB will increase customer role stress, thus decreasing customer value.
For these reasons, customers with high-quality relationships with their suppliers are more likely than are other customers to accept positive challenges and see opportunities to fulfill their needs, thus enabling them to experience self-determination in the process of CVCB. At the same time, these customers are less likely to experience role stress when they have developed a stable, high-quality long-term relationship with suppliers, and are confident that the suppliers will help decrease their role-related stress caused by engaging in value creation behavior (Crosby, Evans, & Cowles, 1990; Dorsch et al., 1998).
Hypothesis 4: The better the relationship quality, the stronger will be the relationship between CVCB and customer self-determination.
Hypothesis 5: The better the relationship quality, the weaker will be the relationship between CVCB and customer role stress.
As customer self-determination positively mediated the relationship between CVCB and customer value ([beta] = .15, p < .01), Hypothesis 1 was supported.
We have also provided conceptual and empirical clarification regarding the separate pathways that are responsible for positive and negative effects of CVCB on customer value and well-being.
The results show that the effect of CVCB on customer outcomes, such as customer value and well-being, is more complex than previously thought (Gronroos & Voima, 2013; Payne et al., 2008; Yi & Gong, 2013), and confirm that the customer is the value creator.
Furthermore, the results show that the implication of CVCB for customer outcomes depends significantly on the quality of the customer-supplier relationship.
Finally, we have made a meaningful empirical contribution by investigating the link between CVCB and customer well-being.