How Does Customer Participation Impact Service Performance? A Perspective of Role Stress

Existing service marketing literature has not yielded consistent findings regarding the impact of customer satisfaction on service performance. Based on role stress theory, this study aims to explain those different findings, developing a conceptual framework to recognize three interactive characteristics of customer participation (interpersonal interaction, interdepartmental encounter, and task interdependence). Results show that three interactive characteristics have different impacts on role ambiguity and role conflict. In addition, customer market maven moderates the impacts of interactive characteristics on role stress.