A Perspective of Service-Dominant Logic on Customer Participation: A Meta-Analysis Approach

Customer participation (CP) has received a special interest in service research. It is one of the most important aspects of services which can improve outcomes for customers and service providers. Through their participation, customers play a significant role on the service process and its outcomes. Different studies have investigated CP issues from different angels. Specifically, most of previous studies has focused on the influential factors of CP, the consequential and moderating factors are largerly ignored. However, previous studies have yet to explore an integrative framework of customer participation with multiple antecedents, consequences and moderatorsIn this study, meta-analysis was conducted by collecting data from previous studies using customer participation as its main topic. The results from meta-analysis suggested that customer participation has a positive effect on customer citizenship behaviors (i.e., recommendation, helping customers, and providing feedback), while service-dominant orientation, personality and subjective has positive effect on customer participation. Eleven hypotheses are proposed in this study. It is expected that the results of this research can enable us to get better understanding about antecedents and consequences of customer participation. The results could be very helpful for academicians to further validate the research model and could also be very useful for professionals to design and implement their service strategies.