customer participation in service, repurchase, satisfaction, quality
The fact that customers participate in the specification and delivery of the services they seek represents an important potential point of potential leverage for services providers as the nature and intensity of customer participation is within their ability to manage. Important questions, however, need to be raised and resolved. Does increased customer participation result in higher perceptions of quality and satisfaction or in greater repurchase? Are relationships between participation and repurchase affected by the type of service being provided or the length of the prior relationship? This paper traces the antecedents of participation in the services marking literature, outlines point of distinction between participation and the related construct of involvement, and employs empirical evidence drawn from two professional service settings to address the research questions. Results confirm that participation is strongly associated with repurchase and referrals in some service settings, and a research agenda is proposed.