Abstract

Based on resource advantage theory and SDL, value is co-created by both customer and service provider. The question is who make customer satisfied in value co-creating context, provider or customer? To answer this, the current paper develops and tests a model of customer participation behavior, customer oriented behavior and customer satisfaction. Data collection used dyadic method with 1 tour guide and 1 relevant customer. The SEM results show that customer partcipation behavior and customer oriented behavior have possitive effects on customer satisfaction. In which the impact level of customer participation behavior is stronger. Customer participation attitude has strong possitive impact on customer participation behavior. customer oriented behavior did not affect customer participation attitude. Manageral implications were also discussed.