Title: Should Service Providers Educate Customers?——An Exploratory Study from the Perspective of the Influences of Customer Knowledge on Creativity Oriented Customer Participation and Customer Satisfaction
Abstract: With the increasingly intense competition, customer education has attracted more and more attention from service providers. And one of the outcomes of customer education activities is the accumulation of customer knowledge on specific services. Based on the perceived risk theory and the attribution theory, this paper employs two consecutive empirical investigations to explore the influences of customer knowledge on creativity-oriented customer participation and customer satisfaction in a service context, which provides a new perspective for the decision making concerning the implementation of customer education activities.
Publication Year: 2009
Publication Date: 2009-01-01
Language: en
Type: article
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