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Abstract In the process of service production and delivery, customers are rather than the pure consumers who are independent of the service organization due to the customer participation. As co-producers of service, customers will not only affect production efficiency and service quality of the organization, but also affect their own psychological outcomes and behavioral outcomes. This paper selects customer satisfaction, customer citizenship behavior as indicators to measure the psychological, behavioral outcome, builds the model of the Effect of Customer Participation on Customer Satisfaction and Customer Citizenship Behavior, and conducts an empirical study based on group tour. The results show that both information share and personal interaction have a positive impact on customer satisfaction, customer satisfaction has a positive impact on all kinds of customer citizenship behavior, customer participation has a positive impact on customer citizenship behavior, and customer satisfaction part
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Received: 31 March 2010
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2011, Vol. 1 
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