| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 98 === The proportion that the service accounts for the overall economic industries of various countries is soaring constantly, up to more than 2/3 to the contribution of the Gross Domestic Product of various countries, its importance is self-evident. Because of one of four major characteristics of service– “Simultaneous production and consumption” makes the customer not only the terminal consumption service in the service procedure, but also having participated in the production process that is served at the same time, even the key of success or failure assisting attendants to finish being served smoothly, so the scholar think enterprises should regard the customer as “ partial employee “ (Mills and Moberg, 1982) . The course of participating in being served, the customer will get the interests of buying the products or service from every side, and it is customer value that this kind of entire experienced subjectively is assessed, including functional value (utility value) and non-functional value (experiential value). This research will discuss the influence between customer participation of leading factor and the customer participation, moreover, discuss customer participation via customer value and consciousness control to influence on customer satisfaction customer perceive. We want to set up one an integrality structure which about the customer participation to offer the companies in service to formulate the marketing strategy. This research carries on questionnaire investigation. Survey samples of this study were taken from the customers of four and five star hotel evaluated by the Tourism Bureau, Republic of China (Taiwan), and use linear structural relation way to prove and explain the relationship among the constructs. Based on the statistical analysis, the results as follows:
1. Customer socialization, organizational support and customer ability have positive effect on role clarity.
2. Both Customer socialization and involvement level have positive effect on customer participation.
3. Role clarity has positive effect on customer participation.
4. Customer participation has positive effect on perceived control.
5. Customer participation and perceived control have positive effect on customer value.
6. Customer value has positive effect on customer satisfaction.
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