Role of service characteristics in determining the degree of customer involvement: a typology Online publication date: Thu, 30-Oct-2014
by Subhajit Chakraborty; Hale Kaynak
International Journal of Services and Standards (IJSS), Vol. 9, No. 1, 2014
Abstract: Involving customers in the generation of services is important for service firms because such involvement can help firms develop their competitive quality. Services differ in their fundamental attributes; therefore, any attempt to classify services based on the degree of customer involvement must consider their attributes. No comprehensive framework is available in the extant literature to guide firms to evaluate their service offerings from a customer involvement perspective. Applying the customer contact model and the customer involvement perspective, this manuscript attempts to offer a three-dimensional typology that can be used by service firms to determine the degree of customer involvement in service generation. The three dimensions of the typology are obtained by combining the appropriate attributes from a list of nine common service characteristics. By involving the customers to a greater degree when predicted, service firms can substitute their own employee effort with customers' effort to some degree.
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