Customer Participation in the Customization of Services – Effects on Satisfaction and Behavioral Intentions

Lennart Straus, Thomas Robbert, Stefan Roth


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.

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Since 2012, vol 5(1), this work is licensed under a Creative Commons Attribution-NoDerivs 3.0 Unported License.