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Abstract
In many services, customer participation is necessary for value creation. The questions are whether customers always actively participate and what the antecedents of their participation behavior are. This study proposes a model including customer motivation, task clarity and customer capability as predictors of customer participation, which is then tested in the higher education service in Vietnam. The results show that customers need to have motivation and capability to actively participate in the value creation of the education service.
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Article Details
Issue: Vol 18 No 2 (2015)
Page No.: 18-29
Published: Jun 30, 2015
Section: Economics, Law and Management - Research article
DOI: https://doi.org/10.32508/stdj.v18i2.1115
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Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
How to Cite
Le, H., & Mai, Q. (2015). DRIVERS OF CUSTOMER PARTICIPATION - A STUDY OF EDUCATION SERVICE. Science and Technology Development Journal, 18(2), 18-29. https://doi.org/https://doi.org/10.32508/stdj.v18i2.1115
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