Customers as contributors and reliable evaluators of creativity in the service industry |
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| Authors: | Nora Madjar Rowena Ortiz‐Walters |
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| Affiliation: | 1. Department of Management, School of Business, University of Connecticut, Connecticut, U.S.A.;2. Department of Management, Lender School of Business, Quinnipiac University, Connecticut, U.S.A. |
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| Abstract: | Using hair stylists, we examined the nature of creativity in a service setting and the impact of customers as part of the social context for employee creativity. We also assessed whether customers could serve as reliable evaluators of creativity. To do so, we collected data from multiple sources: service providers, supervisors, and customers. Results demonstrated that customer input and customer affective‐based trust made significant, positive, and independent contributions to service‐related creativity. Moreover, customers in the service industry proved to be reliable raters of employee creativity, compatible with supervisors. Finally, input and trust were associated differently with service‐related and organization‐related creativity. Copyright © 2008 John Wiley & Sons, Ltd. |
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