Examining relationships among consumer participative behavior, employee role ambiguity, and employee citizenship behavior: the moderating role of employee self-efficacy

Research question: This study examines (a) the effect of consumer participative behavior (CPB) levels (low vs. high) on employee role ambiguity, (b) the influence of employee role ambiguity on employee citizenship behavior (ECB), and (c) the moderating effect of employee self-efficacy in the relationship between CPB and role ambiguity. Research methods: Fitness centers were chosen as a research context in which consumer-employee dyadic data sets were drawn from one-on-one personal weight training and golf lessons, and small group exercises (i.e. yoga and swimming). Results and findings: The results indicated that a high level of CPB had a greater effect on employee role ambiguity than a low level of CPB. Employee role ambiguity negatively influenced ECB. Finally, employee self-efficacy played a significant moderating role that altered the positive association between CPB and role ambiguity to a negative one. Implications: The present study advances the theoretical, methodological, and practical understanding of consumer-employee interaction in the context of high-contact sport service setting. The current study extends previous research by bringing the burgeoning attention given to CPB into participative sport, and empirically examining the effect of CPB on frontline employees. We utilized a dyadic method, which allowed us to better understand the relationships between employees and consumers. Finally, this research provides sport service managers with strategic CPB management regarding how to harness CPB and avoid its drawbacks to create mutually beneficial service outcomes.