Previous research suggested that customer participation resulted in greater customer satisfaction for the service provider. Specifically, earlier research differentiated Service Customer Engagement (CE) from Service Customer Participation (CP), where the former was ideation and the latter was practical application/execution. In other words, CE was more psychological, where customers think, feel, and trust. Conversely, CP was more behavioral, or physical, where customers act and do.
The point of this research is to translate previous learning to other high-involvement purchases. Research indicates that services high in credence, high contact, as well as high-involvement (Sharma and Patterson 1999) seem to be particularly relevant and responsive to customer participation and customer co-production of value (Plé, Lecocq, and Angot, 2010). This study works to translate learning from the service industry to higher education where the professor is service provider and the student is customer/co-producer. Three propositions are posited. Conclusions and future research are also discussed.
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Gillis, Wendy T.; Johansen, Douglas; and Vivek, Shiri D., "How Customer Engagement and Customer Participation Translate Across High-Involvement Purchases (Like Higher Education)" (2018). Association of Marketing Theory and Practice Proceedings 2018. 34.