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

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  • Straus, Lennart
  • Robbert, Thomas
  • Roth, Stefan

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.

Suggested Citation

  • Straus, Lennart & Robbert, Thomas & Roth, Stefan, 2016. "Customer participation in the customization of services: Effects on satisfaction and behavioral intentions," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 9(1), pages 498-517.
    • Handle: RePEc:zbw:fubjbm:149029
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    References listed on IDEAS

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    Cited by:

    1. Rainer Alt & Jan Fabian Ehmke & Reinhold Haux & Tino Henke & Dirk Christian Mattfeld & Andreas Oberweis & Barbara Paech & Alfred Winter, 2019. "Towards customer-induced service orchestration - requirements for the next step of customer orientation," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(1), pages 79-91, March.
    2. Paul Rogers, 2021. "Rented But MINE! Application of Psychological Ownership Theory to Access-Based Consumption and the Circular Economy," Circular Economy and Sustainability, Springer, vol. 1(2), pages 719-744, September.

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