| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 97 === It is crucial for firms to understand customers’ attribution of service outcome. In prior literature, two competing hypotheses have been proposed to explain how customer participation influences attribution of unsuccessful outcome. This study suggested that customer self-efficacy played a role in affecting the relationship between customer participation and attribution of service outcome. In order to examine how self-efficacy influence the effects of customer participation on attribution of service outcome, a 2(customer participation)×2(self-efficacy)×2(service outcome) experimental design was employed. The results showed that for high self-efficacy customers, a higher level of customer participation will lead less (more) attribution to firm and more (less) attribution to self for the successful (unsuccessful) outcome. However, for low-self-efficacy customers, a higher level of customer participation will lead more (less) attribution to firm and more (less) attribution to self for the successful (unsuccessful) outcome.
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