Customer involvement and perceptions: The moderating role of customer co-production

Millissa F.Y. Cheung, W. M. To

Research output: Contribution to journalArticlepeer-review

71 Citations (Scopus)


This study examines customer-specific antecedents of perceived service performance. Based on a review of the consumer services literature, we propose a theoretical model that links customer involvement to perceived service performance and identify the moderating role of co-production on the relationship. This model was tested on responses from 349 Chinese bank customers using hierarchical regression analysis. The results confirm that customer involvement was related to perceived service performance and the positive relationship between customer involvement and perceived service performance was stronger on customers of a high rather than low level of co-production. The findings provide new insight into the characterization of bank customers and their perceptions of service performance and have implications for both bank managers and consumer services researchers.

Original languageEnglish
Pages (from-to)271-277
Number of pages7
JournalJournal of Retailing and Consumer Services
Issue number4
Publication statusPublished - Jul 2011


  • Co-production
  • Customer involvement
  • Perceived service performance


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