| Summary: | 碩士 === 大葉大學 === 事業經營研究所 === 93 === This paper is to test the relationship of customer participation in co-production and customer satisfaction. We consider of moderating/ intervene factors, self-serving bias and the level of involvement, to explore the relationship between them. As a result, four of hypotheses are supported, the more customers participate, the more they are satisfied, self-serving bias will effect the customer participation, the level of involvement will effect the customer participation and satisfaction. Two of the hypotheses which are the self-serving bias and the level of involvement have not significant effect to the customer satisfaction.
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