Abstract

This study investigated the impact of a firm’s service orientation on the behaviors of two key service interaction components, i.e. frontline employees and customers for value cocreation in short-training services. Data were collected from 220 trainers in 46 training organizations in HCMC. SEM analysis revealed that firm’s service orientation has substantial effects on both trainee’s participation and trainer’s customer-oriented behavior which in turn, has significant impact on trainee’s participation. Theoretical and managerial implications have been discussed accordingly.