ABSTRACT

The previous researches on customer participation(CP) have examined the influences of CP on customer satisfaction and service quality focusing on the role of CP in the service encounters. However, this paper identifies the path relationships between CP and relationship commitment focusing on the impact of CP on the relational outcomes. By expanding the role of CP in the service encounter, this paper shows what relational variables can be influenced by CP in detail, which identifies that CP plays an important role in service encounter empirically. As results, CP has significant influences on the relationship commitment such as normative commitment, continuance commitment, and affective commitment respectively. Additionally, considering the characteristics of CP, CP is more impactful on normative commitment than affective commitment.

KEYWORD

Customer participation, Service marketing, Relationship commitment, PLS

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