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Based on a dyadic perspective, the purpose of this paper is to include the contributions of employee and customer in a service process and to examine the underlying mechanism of customer organization socialization on service performance.

The authors used a unique survey data pertaining to the service industry. The authors collected their data from multiple sources (customers, front-line employees and these employees' managers) in the divisions of a large service organization – Ping An Insurance (Group) Company of China. The authors adopted hierarchical regression moderated path analysis approach to examine our moderated mediation model.

The authors find that both the quality of customer service and the quality of employee service play as moderators in the relationship between customer organization socialization and service performance. And quality of customer service moderates the relationship between customer organization socialization and quality of employee service.

The literature has focused primarily on service performance improvement based on the dyadic perspective of customer and employee. The research develops a moderated mediation model and contributes to the literature by empirically examining customer organization socialization.

The purpose of this paper is to examine how customer socialization strategies can help social enterprises (SEs) to establish different types of organizational legitimacy and how different types of organizational legitimacy in turn can encourage customers' positive in-role behavior (such as repurchasing) and extra-role citizenship behavior (such as referral, feedback and forgiveness of quality problems).

A survey of 381 customers in Chinese SEs is used to examine the research questions. The paper uses structural equation modeling and bootstrap method to analyze the hypothesized relationships among customer socialization strategies, organizational legitimacy and customers' in-role and extra-role behaviors.

This study finds that various customer socialization strategies can differentially enhance different types of organizational legitimacy of a SE, which in turn positively affects customers' in-role repeated purchase behavior and extra-role citizenship behavior. The study also finds that three types of organizational legitimacy are highly accumulative; gaining relational and market legitimacy might be a precondition for obtaining social legitimacy for SEs.

This study is one of the first to empirically investigate the important role of customer socialization strategies in the acquisition of different types of organizational legitimacy in the context of SEs. It also shows how different types of organizational legitimacy, in turn, can positively affect customers' in-role and extra-role behaviors. In addition, this is one of the first empirical studies to investigate the accumulative nature of three types of organizational legitimacy in SEs: relational legitimacy, market legitimacy and social legitimacy.

Through their participation in an array of learning activities, students “co‐produce” their education. At the same time, they also contribute directly to their own satisfaction, quality and value perceptions. How can students be encouraged to fulfil their co‐production roles more effectively? Services marketing researchers have long acknowledged the important participatory role of service customers and have also tested models of the antecedents and consequences of customer socialisation and participation in a range of service settings. Presents a new conceptual model of student socialisation and participation to be tested in the context of higher education.

Self-service technologies (SST) have become more and more pervasive in retail to facilitate autonomous checkout. In this context, customers play an active role and, as such, can be considered as “partial employees.” Partial employees have to perform a wide range of tasks, get rewarded for their work and need to understand the terms of the exchange, all without being subject to a formalized contract. In this research, the authors suggest that partial employees go through a process of organizational socialization that allows them to define the psychological contract they hold with the organization.

In order to investigate the psychological contracts of partial employees, 324 Canadian customers using SST completed an online questionnaire, in which their SST use, psychological contract fulfillment and organizational socialization were measured.

Descriptive analyses highlight that customers as partial employees build a psychological contract with their most frequent retailer, as they perceive not only retailer inducements but also their own contributions. Multiple linear regressions suggest that organizational socialization favors psychological contract fulfillment, but that specific dimensions of organizational socialization are important for employer inducements vs. employee contributions. Moreover, results suggest that the frequency of use of SST as well as the patronage positively predicts psychological contract fulfillment.

This research investigates a specific situation of unconventional employment – that of customers as partial employees with organizations. It contributes to the literature on the psychological contract by broadening its application to new relations and to the literature on customer management by reemphasizing the relevance of the psychological contract in this domain.

The study seeks to explore the effect of socialization mechanisms on relational embeddedness of logistics service providers (LSP), and relational performance of dyads, and finally their resulting effect on the supply chain performance in transitive triads.

To elaborate on the major constructs of the study, the researchers use the theoretical lens specifically provided by social capital theory (SCT), and relational view (RV). Consequently, the researchers use SCT to examine the role of the socialization process, used by the supplier and customer, to develop relational embeddedness of logistics service providers in triads. Next, the researchers use the RV, complemented by the underpinnings of supply chain practice view (SCPV) to elaborate on the relational performance of dyads and supply chain performance. The study uses partial least squares structural equation modeling (PLS-SEM) to estimate the higher component model (HCM) and test the research hypotheses.

The results obtained from a sample of 350 transitive triads suggest that relational embeddedness of LSPs is only shaped by the mechanisms of formal socialization, developed by the supplier and customer. Interestingly, informal socialization appears to be insignificant for this process. The results indicate that relational embeddedness of logistics service providers has a positive effect on the relational performance of three dyads, which in turn, has a positive effect on the supply chain performance in transitive triads.

One of the intriguing avenues of future research is to investigate the dynamics of supply chains. It would be also worthwhile to make use of the specificity of transitive triads, formed by the supplier, customer and LSP, to explore whether and under which circumstances (e.g. reciprocity, symmetry) the strong ties encourage the transfer and integration of knowledge among actors, and the weak ties accelerate the search for information. In connection with that, the other interesting research avenue would be to investigate the information benefits derived from the nonredundant triads.

Although there is a number of recent studies that show empirical evidence for developing relational embeddedness in transitive triads, to date, little research interest has been paid to how relational embeddedness of LSPs is shaped within the supply chain structures, and how it finally affects the supply chain performance.

Increasingly companies ask customers to participate in creating and producing services. This research aims to explore the effect that communicating role expectations to customers may have on their processing and evaluation of the encounter.

A dyadic experiment using prototypical customer‐couples and practicing insurance agents was implemented. Couples and agents were randomly assigned to dyads, which were then assigned to one of two conditions – a no‐expectations or an expectations condition. Post‐encounter, couples evaluated service quality and indicated their satisfaction, trust and anticipation of future interaction.

The study found that socialized customers relied more on service quality in evaluating the encounter than did unsocialized customers. However, socialized wives showed decreased trust, satisfaction and anticipation of future interaction than did non‐socialized wives (no significant differences for husbands).

Expectations were simply provided to customers; and these expectations were framed to emphasize the benefits of complying with expectations may mitigate some negative effects of socialization.

While socialized customer outcomes declined, these customers relied more on the service quality elements of the encounter rather than peripheral elements beyond the control of the firm and the service provider. These findings highlight the caution managers must exercise as they juggle the trade‐offs inherent in communicating the customer's expanded role in the service production.

The customer's role in creating and producing service experiences has received increased attention. This research offers evidence that the benefits achieved through increased customer participation have costs to be considered.

The aim of this paper is to suggest a new competence‐based framework for describing and analysing the initiation of the transition of goods‐dominant companies to service providers. The paper seeks to illustrate the relevance of the new framework in an empirical study of a knowledge‐intensive mechanical engineering company.

A single‐case study of the world's leading maker of tool steel forms the empirical basis for the paper. A study based on a qualitative research methodology, involving inductive inquiry and a field study over six years focusing on “narratives from the field” was conducted.

New competencies are needed to initiate the transition from products to service and to manage service‐based offerings. The findings are summarised in two categories. The first, “customer value socialisation”, refers to the sharing of experiences and knowledge among employees. The second, “customer value management”, refers to management's ability to encourage employees to create value‐in‐use for the customers.

The study contributes to the literature by: focusing on issues related to competence (rather than organisational structures and strategy); identifying “customer value socialisation” and “customer value management” as the important dimensions for engendering competence in employees; and introducing the concepts of “unfreezing”, “movement”, and “refreezing,” into the management of the necessary cultural change that must accompany the transition.

This study aims to answer the following question: How can customer readiness be instrumental in non-technology-based service delivery?

Using a field study, this research examines the role of customer readiness in customer participation in non-technology-based service delivery and its indirect effects on such customer outcomes as perceived service quality, customer satisfaction and customer willingness to recommend.

The results show that customer readiness is a second-order construct. It has a significant impact on customer participation in service delivery, which in turn impacts three key service outcomes: customer perceived service quality, customer satisfaction and customer willingness to recommend. Four factors influencing customer readiness (consumer previous experience, consumer desire for control, consumer perceived risk and customer organizational socialization) are also empirically evaluated.

Some limitations of the study are related to sample size and use of a type of services. The research tested 13 hypotheses with a limited sample size in one context. A better representation of the population and a more generalizable outcome require more representative samples and studies in various contexts such as banking, hotel services or health care services. This study demonstrated the importance of customer readiness for effective participation in non-technology-based service delivery; it does not address the impact of customer readiness on participation in the context of technology-based services. Future research may also shed light on when and why customers choose technology-based services versus non-technology-based services.

Effective customer participation in service delivery can, and should, benefit from boosting customer readiness.

This research shows the impact of customer readiness on non-technology-based service delivery, more specifically, the impact of customer readiness on customer participation in this type of service delivery. Customer readiness has been found to be beneficial in the provision of technology-based services; yet, its role in the provision of non-technology-based services has not been thoroughly evaluated.

Integrates perspectives across operations, marketing, human resources, and organizational theory in a conceptualization of the theoretical relationships between customer competency and marketing and operations practices in service firms. Suggests service firm strategies to leverage customer competency by managing process variation in an industry through service firm co‐operation when altering process structure does not support or achieve a differentiated market position for individual firms; by using market segmentation on the basis of customer productcore competency to develop new service offerings; by balancing the mix of customers at different competency levels with the firm’s productive capacity; and by optimizing socialization of four types of new customers: “Virgin Newcomers”, “Virtual Newcomers”, “Value Switchers” and “Vagabond Switchers” who have different levels of experience with competing firms and expectations for competency fit with new firms.

With increased competition in service sector due to dynamic nature of customers’ taste and preferences, service providers have realized the importance of co-creating with customers across various stages of new service development. Co-creating with customers require a focused attention on the psychological variables that influence customers to participate in developing a new service. However, availability of scant literature creates difficulty in comprehending co-creative hotel service innovation practices, especially in developing country like India. The purpose of this paper is to explore the inter-relationships among the customer participation in hotel service innovation variables with the help of interpretive structural modeling (ISM) approach.

ISM approach is used to determine the direction of customer participation and categorization of psychological variables with their driving and dependence power. Identification of related variables was done through a review of literature initially and arrived at a common consensus through brainstorming sessions with academicians and hotel industry experts.

The results indicate that a few variables possess higher driving power that include: consumer innovativeness, customer participative behavior, customer socialization, willingness to co-create, role clarity, customer ability and their interlinking. Thus, the research contributes in the development of relationship among various identified variables of customer participation in service innovation (CPSI) using ISM.

This study suggests that hoteliers should co-create with customers to develop new services by understanding their psychological variables that play a crucial role determining their active participation in new hotel service offerings.

This study suggests that hoteliers should co-create with customers to develop new services by understanding the enablers of customer participation in co-creative hotel service innovation. Hoteliers can have hierarchical map of their customers for co-creating at different stages of service innovation or can segregate the variables as per their driving and dependence power for enhanced applicability of the variables. Further, the observed inter-relationships among the CPSI variables can guide the managers in planning and implementing identified relationships for successful implementation of co-creative service innovation.

To the best of the authors’ knowledge this study is the first to provide an integrated model using ISM and Matrix Impact Cross-Reference Multiplication Applied to a Classification (MICMAC) analysis with a goal to identify and classify various key enablers of customer participation in co-creative hotel service innovation in India. The authors believe that this study will enhance the understanding of the psychological factors influencing customer-firm co-creative service innovation activities and help the academicians and industry practitioners to select right enablers for customer participation in co-creative hotel service innovation. Thus, this study will be the foundation for studying co-creative service innovation using the ISM and MICMAC approaches.