Value Co-Creation: Factors Affecting Discretionary Effort Exertion

Praveen Aggarwal, Amiya K. Basu

Research output: Contribution to journalArticlepeer-review

12 Scopus citations


Value co-creation in the context of effort exertion at a fitness center is examined. To benefit from their fitness center membership, customers must exert effort utilizing the equipment and facilities made available by the center. We find three factors that influence customer effort exertion: personal goal clarity (what do I want to get out of my membership), service relevance (how will working out at the center help me achieve my fitness goals), and employee interactions (how do service employees facilitate my effort exertion). We also find that the amount of effort exerted positively impacts customer satisfaction.

Original languageEnglish (US)
Pages (from-to)321-336
Number of pages16
JournalServices Marketing Quarterly
Issue number4
StatePublished - Oct 1 2014

Bibliographical note

Publisher Copyright:
© 2014, Copyright © Taylor & Francis Group, LLC.

Copyright 2016 Elsevier B.V., All rights reserved.


  • customer effort
  • customer well-being
  • health care services
  • service co-creation
  • service-dominant logic


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