The Research On Service Expectation And Customer Participation In Service Process

In resent years, along with the rapid development of domestic service industry, enterprises focus their attention on how to deliver qualified service and how to increase customer satisfaction and loyalty. On the other hand, because of the synchronism of service production and consumption, customers' participation in the service process is inevitable. Past research shows that customer participation will affect their attitude toward service quality. Meanwhile, through proper administration, customer participation is an effective way for enterprise to differentiate its service. Therefore, customer participation has got more and more attention from enterprises and the academic circle. Based on past research and paper on customer participation, this paper makes use of theory of decision-making under uncertainty (Prospect Theory and Regret Theory) to describe customer participation on different service expectation occasion, and testifies this hypothesis through data collected in experiment. The research shows customer participation is affected by service expectation; and affection varies with different level of expectation (high or low). This paper lays a theoretical foundation for further research on antecedent variable of customer participation, and in practice, provides inferences for enterprises' management on customer participation.