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Abstract Taking the beauty industry, which requires high level customer participation as research context, the study examines the relationship between customer education and customer participation. A theoretical model is presented to denote the relationship between customer education, customer participation, perceived service quality and customer satisfaction. Then a survey is conducted to test the proposed theoretical model. The result shows that customer education has significant impact on preparation, information sharing and responsible behavior, but not on affective interaction.
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Received: 07 August 2012
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2013, Vol. 10 
