Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/149029
Authors: 
Straus, Lennart
Robbert, Thomas
Roth, Stefan
Year of Publication: 
2016
Citation: 
[Journal:] jbm - Journal of Business Market Management [ISSN:] 1864-0761 [Volume:] 9 [Year:] 2016 [Issue:] 1 [Pages:] 498-517
Abstract: 
Customers' evaluation of the service process has important implications for service providers. However, research on customer participation at the specification stage of a customization process and its effects on the evaluation of the process and service outcome is still scarce. This paper analyzes the effect of customer participation in a scenario experiment with two measurement points in which customers and salespeople collectively customize a service offering according to customers' needs. We find that customer participation has a positive impact on satisfaction and behavioral intentions irrespective of the actual service outcome. Even for negative service experiences, participating customers are significantly more satisfied than customers who played a rather passive role at the specification stage of the service process.
Subjects: 
Customer Participation
Service Customization
Satisfaction
Persistent Identifier of the first edition: 
Creative Commons License: 
http://creativecommons.org/licenses/by-nd/3.0/
Document Type: 
Article

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