5. Theory collection
1. Price elasticity
2. Prospect theory
3. Ethical leadership
4. Escalation of commitment
5. Ego awareness
6. Social context
7. Social undermining
8. Social identification
9. Social cognition
10. Self-efficacy / other-efficacy
11. Self-justification
12. Self-identity
13. Flow theory
14. Reference price theory
6. Topic collection
1. Self-service technology
2. Service participation
3. Comparative evaluation to
brands and copycats
4. Endowment effect (physical and
online)
5. Escalation of commitment
6. Media: owned, paid, earned
7. Leadership within organization
8. Market demand drivers
9. Organizational identity and
collective memory
10. Social undermining behavior
within organization
7. • Article:
– When High-Similarity Copycats Lose and
Moderate-Similarity Copycats Gain: The Impact
of Comparative Evaluation
• Key words:
– copycats, similarity, comparative
evaluation, trademark infringement
• Methodology:
– Experiments
• Settings:
– Electronic survey (Used a set of designed brand images)
– Copycats evaluation
• Leader brand absent or present situation
• Comparative or non-comparative situation
Interesting paper review(1/3)
8. • Results:
– In the leader brand absent
condition, high-similarity brand
will be evaluated more positively
than the low- and moderate-
similarity brands.
– In the leader brand present
condition, moderate brand will be
evaluated more positively.
– High-similarity copycats are
evaluated more negatively rather
than more positively when
evaluation is comparative.
Interesting paper review(1/3)
9. Interesting paper review(2/3)
• Article:
– Do Customers and Employees Enjoy Service
Participation? Synergistic Effects of Self- and
Other-Efficacy
• Key words:
– customer participation, value co-
creation, participation enjoyment, self-
efficacy, other-efficacy, financial services
• Methodology:
– Confirmatory factor analysis
• Settings:
– Customer-employee dyads
– Questionnaires
10. Interesting paper review(2/3)
• Results:
– Self and other-efficacy moderate enjoyment in
service participation for both customers and
employees.
11. Interesting paper review(3/3)
• Article:
– Only If It Is Convenient: Understanding How
Convenience Influences Self-Service Technology
Evaluation
• Key words:
– Self-service technology, convenience, need for
interaction, speed, accuracy, exploration
• Methodology:
– MANOVA, Confirmatory Factor Analysis
• Settings:
– online survey to SST users and non-users
12. Interesting paper review(3/3)
• Results:
– Speed, Accuracy and Exploration show
importance in the SSTs quality evaluation.
– What makes customers need less human
interaction?
• For SST users, satisfaction is the only influence.
• For SST non-users, trust is the only influence.
13. Possible future research
• No further researches supported
When doesn’t hospitality work in service
process?..SF
Does endowment effect/ escalation of
commitment affect consumer’s decision-
making in online auction?
Weighting feedbacks on facebook fanpage
from positive and negative perspectives.
