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Firms can create additional customer values by changing the visibility characteristic of business transactions. Both visible and invisible transactions can provide distinctive values to the customers. Visible transactions are those that are open to the customer: the customer can see the detailed logic of the transaction and may manipulate specific variables to control the transaction process. Invisible transactions mean that customers have little ability to control the transaction flow and may even be insulated from seeing the transaction. These invisible transactions will be taken care of only by suppliers, and be regarded as a process performed by suppliers. This paper pursues finding out the contingencies of successful transaction visibility change by answering to the following question; “when does increasing (or decreasing) transaction visibility make sense to customers?”