How can businesses boost customer satisfaction by aligning service specifications with customer expectations? This research delves into the critical role of customer involvement in the selection of service specifications, highlighting its impact on satisfaction. The study examines scenarios where specifications selection is provider-dominated, customer-driven, or a collaborative effort, emphasizing the importance of aligning these choices with the customer's expectations regarding provider-customer roles. The authors analyze how information exchange between customers and providers influences satisfaction, finding that effective communication and a strong customer orientation significantly contribute to positive outcomes. The research reveals that customers attribute responsibility for specifications selection based on the type of selection process used and the information provided. Ultimately, this paper offers valuable insights for service providers looking to improve customer satisfaction. By understanding the dynamics of information exchange and promoting customer involvement, businesses can cultivate stronger relationships, foster customer loyalty, and gain a competitive edge in today's dynamic market. This research suggests a strategy for businesses to increase customer satisfaction and build lasting relationships.
The 'Journal of Services Marketing' focuses on service quality and customer relationships. This paper contributes to the journal's scope by investigating how customer involvement in service design affects satisfaction. The paper's citations show related works exploring service quality and customer roles, reinforcing its relevance to the journal's core themes. Thus, highlighting its practical implications for service management.