Customer participation in the service process: a model and research propositions

Abstract

The purpose of this study is to explore the antecedents, components and outcomes of customer participation in the service process. In this paper, a conceptual framework and model were developed from the literature to help in understanding customer participation in the service process. The paper attempts to provide a foundation for future research by developing research propositions and constructing an integrated framework that includes the antecedents and consequences of customer participation in the service process. The research provides insights into ensuring and facilitating customer participation in the service stages for service firms and service providers. Service firms can achieve customer loyalty and perceived service productivity by having its customers participate in the service process.