• Management & Information Systems Review
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• v.38 no.3
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• pp.81-96
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• 2019

Because the service is characterized by simultaneous production and consumption, the customer must participate directly in the delivery and production process of the service. For this reason, the variable Customer Participation has aggregated many empirical results in the service marketing field. Recent research on customer participation has focused on the relationship marketing, and is empirically identifying the relevance of customer participation and relative value of relationship marketing. These findings indicate that customer participation should be understood in a relationship between customers and service firms. Using commitment velocity and customer participation velocity considering dynamic of the relationship, this study aims to re-examine the relationship between customer participation and encounter satisfaction which is the foundation of relationship formation. Multiple regression analysis and hierarchical regression analysis are used as research methods. The study found that customer participation has a direct positive effect on encounter satisfaction, and that commitment velocity and customer participation velocity also have a significant effect on encounter satisfaction. However, all assumptions that were expected to moderate the impact of customer participation on encounter satisfaction were rejected. Although the study failed to identify the moderating role, it was clear about the impact on the encounter satisfaction of commitment velocity and customer participation velocity. Applying them to a wider variety of service types provided an opportunity to identify the value of the study, and to broaden the scope of the study suing these variables.