How to Improve Perceived Service Quality by Increasing Customer Participation

A conceptual framework is developed to examine the impact of customer participation in service delivery on perceptions of service quality. It is proposed that for certain services, such as those familiar to consumers or those requiring a low level of expertise, increased customer participation will generally lead to higher perceived service quality. Both direct and indirect effects of customer participation on perceived service quality are examined. A causal model is proposed to encompass these relationships and serve as a foundation for future empirical research. Implications for service firms are discussed.