Two Aspects of Customer Participation Behaviors and the Different Effects in Service Delivery: Evidence from Home Delivery Services

Abstract

This study focuses on two aspects of customer participation behaviors (CPBs) to clarify their different effects based on a customer’s role as sender and receiver in home delivery services. To enhance the effect of CPBs on re-delivery as a workload of providers, we proposed actorship, which is the customers’ awareness of their own roles in the service system. We then identified the factors and the effect of CPBs with two roles and actorship on re-delivery. The results indicate that a sender’s CPBs reduce re-delivery through actorship. That is, the sender’s experience affects the receiver’s behaviors.