Purpose – The greater part of the academic literature coincides in highlighting the positive influence that consumer participation has on the value created in service delivery. In this sense, research stands out which studies the consumer's role as a value co-creator in the service. However,...

Recent marketing literature highlights customer participation role in service delivery. Prior research focuses on the organization and employees. However, no studies analyze this role's consequences for customers' turnover intention. This study presents two hypotheses relating participation...