Increasing attention is being given to the essential role of service employees in enabling and facilitating customer involvement in value co-creation. Adopting the job demands-resources model, this study bridged a research gap by testing the mediating role of employees' value co-creation in the relationship between optimism and job satisfaction. This study also tested the moderating role of internal marketing in value co-creation-job satisfaction linkage, as well as the moderating role of job stress in internal marketing-job satisfaction linkage, in the context of sports centers in Taiwan. The research hypotheses are examined using structural equation modeling and hierarchical linear modeling. Through purposive sampling and 2-wave data collection, a cross-sectional survey with a self-administered questionnaire was conducted to collect data from service employees (N=236) across 17 sports centers in Taiwan. The results show that personal resource optimism leads to job satisfaction through employee involvement in customer value co-creation. Organizational-level internal marketing practices serve as job resources, enhancing employees' participation in value co-creation and their job satisfaction. In addition, job stress could attenuate the positive effect of internal marketing practices on job satisfaction. The current study provides valuable insights into how ample personal and job resources are provided to support employees' new roles as enablers and coordinators in the value co-creation process, thereby increasing job satisfaction and reducing job stress.

Authors:
Mei-Ju Huang, National Taiwan Sport University, Taiwan

About the Presenter(s)
Dr. Huang Mei-Ju is currently an associate research fellow at National Taiwan Sport University, Taiwan. Her research interests include organizational behavior and human resource management in sport.

Additional website of interest
https://orcid.org/my-orcid?orcid=0000-0002-1974-1867

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