Abstract It is the fact that customer participation causes customer satisfaction, which has been verified by many authors. However, does customer participation also benefit employee job satisfaction? Based on the correlative literature, we find that the research about the relation between customer participation and employee job satisfaction is few. Moreover, the conclusion differs. Therefore, through introducing three variables in role stress, role orientation and perspective taking, this paper studies the influence of customer participation on employee job satisfaction based on role theory. Theoretic implication and managerial implication are discussed and future research direction is proposed at last in this paper.
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Received: 28 March 2011
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Corresponding Authors:
LIU hong shen
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