Service delivery is an interactive process in which customers are often vital
participants, with the level of participation varying among individual consumers.
Using a service setting (i.e., YMCA), a pilot study examines differences in
organizational socialization of customers and outcomes experienced by customers
for three levels of customer participation. The findings indicate that there
are significant differences in the (a) degree of organizational socialization
across customers and (b) perceptions of service quality for the different levels of
customer participation. Specifically, organizational socialization and perceptions
of service quality increase as customers become more active participants
in service delivery. Strategic implications are considered.
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