Customer participation in service delivery has been argued to be growing especially in the field of e-services. The aim of this paper is to explore the role of participation on customer perceptions of e-service value. The theoretical framework represents a fourdimensional model of e-service value based on technical, functional, temporal, and spatial value dimensions and it is suggested that e-service value is influenced by the service, customer, and situation. An empirical study based on 3328 usable responses investigates consumers’ perceptions of an online travel service. The findings show that active participation on the site increases service value and hence it indicates that customer participation has a role in creating value to e-services. The paper contributes to service marketing research through its empirical findings on e-service value and customer participation.
Heinonen, Kristina, "The Role of Customer Participation in Creating e-Service Value" (2006). ICEB 2006 Proceedings (Tampere, Finland). 68.