Understanding the Customer Participation in ICT Consulting Service

Customer participation has become a critical issue in recent marketing literature. That the developments in marketplace are going to digitalized and innovative service, requires researchers and practitioners need more investigating the customer participation in ICT service related context. In the light of Service Dominant Logic, this paper is to analyse how customers participate in the service offerings impact on both satisfaction and loyalty, a combine of these two outcomes have not been simultaneously investigated in a participation model yet. While how each social exchange factor is influencing on customer participation is examined throughout, extant studies are not paid much attention on collective factors and entirely absent of the role of customer innovativeness. Our proposed model is set to fill this gap by advancing customer participation with novel approach, focuses on the impact of customer innovativeness, as direct and moderating factor of customer participation. The findings of moderating role of innovativeness bring new insights into customer participation, as co-creation and innovative process, leading to value outcomes for customers and service firms. The suggested model is expecting validated in ICT consulting service context, the managerial and theoretical implications are given lately, followed by the test result analysing.