A good tree cannot bring forth evil fruit: unraveling the evolving role of customers’ emotional intelligence and perspective taking in promoting value co-creation behavior

Purpose This study aims to develop a conceptual model which aims to test the contribution of emotional intelligence in strengthening value co-creation behavior, with perspective taking included as a mediator. Design/methodology/approach The model was tested using cross-sectional data, which were collected from a sample of 338 customers selected using a convenience sampling technique in selected restaurants within the restaurant industry in Dodoma region. Findings The analyses using covariance-based structural equation modeling indicate that all hypotheses were supported, suggesting that emotional intelligence drives customers toward demonstrating value co-creation behavior through perspective taking. Practical implications Thus, service organizations should encourage customers to demonstrate positive emotions during the service encounters as strategic resources to ensure effective participation in value co-creation. Originality/value This study is one of among the few studies that have recently examined competencies of customers as a driver of value co-creation behavior. The study advances insights and fuel debates regarding the equal importance of considering both the competence of frontline employees and customers as co-actors in value co-creation.