Abstract
For the service industry, the roles of customers are the essential element for the successful service delivery because of the service inseparability. This study aims to clarify customers’ participation behavior and citizenship behavior in the restaurant industry using the critical incident technique(CIT). The research was designed to collect the customers’ narrative of those who have visited restaurants in 6 months. Classifications were conduct with 543 narrative. The elements of customer participation behavior include ‘information seeking’, ‘information transmission’, and ‘responsible behavior’. The elements of customer citizenship behavior include ‘helping’, ‘tolerance’, ‘feedback’, and ‘recommend’. This study also shows that managing the customer participation behavior and citizenship behavior is more important than other industries, because service delivery is based on the interaction.
Published Version
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