How to Improve Perceived Service Quality by Increasing Customer Participation

  • Pratibha A. Dabholkar
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


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.


Service Quality Cognitive Control Causal Model Service Production Service Firm 
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Copyright information

© The Academy of Marketing Science 2015

Authors and Affiliations

  • Pratibha A. Dabholkar
    • 1
  1. 1.Georgia State UniversityCullowheeUSA

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