Purpose – The purpose of this paper is to propose a classification for customer participation (CP) in services. Furthermore, it develops research propositions examining the moderating role of the proposed classification on the link between the magnitude of CP and service outcomes....

Purpose – Increasingly companies ask customers to participate in creating and producing services. This research aims to explore the effect that communicating role expectations to customers may have on their processing and evaluation of the encounter. Design/methodology/approach – A dyadic...

Purpose – This study aims to explore how managers of multi-unit retail chains balance unit customer satisfaction and profitability through the manager ' s customer, sales, and production operating orientations. Design/methodology/approach – This research links survey data (gathered from unit...