Customers as contributors and reliable evaluators of creativity in the service industry

Using hair stylists, we examined the nature of creativity in a service setting and the impact of customers as part of the social context for employee creativity. We also assessed whether customers could serve as reliable evaluators of creativity. To do so, we collected data from multiple sources: service providers, supervisors, and customers. Results demonstrated that customer input and customer affective‐based trust made significant, positive, and independent contributions to service‐related creativity. Moreover, customers in the service industry proved to be reliable raters of employee creativity, compatible with supervisors. Finally, input and trust were associated differently with service‐related and organization‐related creativity.