Impact of Customer Participation Level on Customer Response, Relationship Quality and Customer Satisfaction: Moderating Effect of Role Clarity

Purpose: The purpose of this research is to investigate the impact of customer engagement levels on customer creativity, relational immersion, and role overload throughout the service participation process, ultimately elucidating its implications for customer satisfaction. Additionally, the study aims to explore the moderating effect of role clarity on the relationship between service customer engagement levels and customer responses. Research Design, Data, and Methodology: A survey was conducted targeting individuals aged 20 and above with experience in credit card and debit card issuance. Utilizing 221 collected questionnaires, structural equation modeling was employed, and reliability testing and confirmatory factor analysis were conducted to ensure research validity and reliability. Results: The study establishes a dual mechanism, demonstrating that customer engagement levels have a positive impact on customer creativity and relational immersion while exerting a negative influence on role imbalance. Furthermore, the moderating effect of role clarity on the relationship between service customer engagement levels and role imbalance is identified, providing both academic and practical insights. Implications: The research confirms the dual-mechanism of customer engagement, elucidating both positive and negative effects. It highlights that an increase in customer engagement levels can lead to role overload, showcasing a potential negative consequence. The study proposes various marketing strategies applicable at customer touchpoints and increases the generalizability of the roles and outcomes of customer engagement across diverse industries, drawing on research conducted in the credit card industry, an area not extensively explored in existing literature.