Service Customer's Active Role-Play and Its Impact on Customer Perceptions of Service Outcome

As firms’ interest in actively engaging customers throughout the business process grows, so has firms’ need to better understand its impact on service outcomes not only from the firm’s perspective but also from the customer’s perspective. This study is an attempt to define “customer's active role-play” in a service delivery system, identify its key dimensions and measurement items, and assess its impact on customers, particularly on customer perceptions of service outcomes as opposed to objective service outcomes.