Customer participation in the customization of services: Effects on satisfaction and behavioral intentions

Lennart Straus, Thomas Robbert and Stefan Roth

jbm - Journal of Business Market Management, 2016, vol. 9, issue 1, 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.

Keywords: Customer Participation; Service Customization; Satisfaction (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://www.econstor.eu/bitstream/10419/149029/1/866557717.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zbw:fubjbm:149029

Access Statistics for this article

jbm - Journal of Business Market Management is currently edited by Michael Kleinaltenkamp

More articles in jbm - Journal of Business Market Management from Free University Berlin, Marketing Department
Bibliographic data for series maintained by ZBW - Leibniz Information Centre for Economics ().