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Do customer participation and cognitive ability influence satisfaction?

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  • Jingdong Jia
  • Jing Wang

Abstract

Under some circumstances, increased customer participation can enhance customer satisfaction. However, the precise mechanism by which participation might increase satisfaction has not been explored in the literature. This paper considers whether a customer’s cognitive ability might affect the relationship between participation and satisfaction. A causal model has been developed to examine the potential interactive effects of participation and cognitive ability on satisfaction, and a simple quantitative model has been proposed to simulate these effects. The results of both a numerical simulation analysis and a quantitative analysis of case study data indicate a significant main effect of cognitive ability on satisfaction. Additionally, an interactive effect has been observed, whereby higher cognitive ability results in higher satisfaction, given a minimum degree of customer participation in the service. Among this study’s implications is that customers with different cognitive abilities should have different degrees of participation that act to maximize their satisfaction.

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  • Jingdong Jia & Jing Wang, 2016. "Do customer participation and cognitive ability influence satisfaction?," The Service Industries Journal, Taylor & Francis Journals, vol. 36(9-10), pages 416-437, July.
    • Handle: RePEc:taf:servic:v:36:y:2016:i:9-10:p:416-437
    DOI: 10.1080/02642069.2016.1248418
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    Cited by:

    1. Bagherzadeh, Ramin & Rawal, Monika & Wei, Shuqin & Saavedra Torres, Jose Luis, 2020. "The journey from customer participation in service failure to co-creation in service recovery," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    2. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    3. Zhao, Meina & Wang, Xuqi, 2021. "Perception value of product-service systems: Neural effects of service experience and customer knowledge," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).

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