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Service Customer's Active Role-Play and Its Impact on Customer Perceptions of Service Outcome | Journal of Business and Management
Journal of Business and Management

Journal of Business and Management

ISSN: 2291-1995 (Print)    ISSN: 2291-2002 (Online)

Volume 4 (2015), No. 4, Pages 39-58

DOI: 10.12735/jbm.v4i4p39

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

Sooyun Kim1  Geebum Park1  Sunmee Choi1 

1School of Business, Yonsei University, Seoul, Republic of Korea

URL: http://dx.doi.org/10.12735/jbm.v4i4p39

To Cite this Article     Article Views: 396     Downloads: 329  Since deposited on 2015-12-29

Abstract

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.

JEL Classifications: I20, L8

Keywords: active customer engagement, customer outcome, customer role, customer role-play, education service, perceived service outcome

To Cite this Article: Kim, S., Park, G., & Choi, S. (2015). Service customer's active role-play and its impact on customer perceptions of service outcome. Journal of Business and Management, 4(4), 39-58. http://dx.doi.org/10.12735/jbm.v4i4p39

Copyright © Sooyun Kim et al.

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This article is published under license to Science and Education Centre of North America. This is an Open Access article distributed under the terms of the Creative Commons Attribution 4.0 International License.

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