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J4  2013, Vol. 10 Issue (11): 1648-    DOI:
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An Study on the Relationship between Service Firm’s Customer Education on  Customer Participation Behaviors
ZHAO Xiaoyu,CAO Zhongpeng,LIU Ruping
Northeastern University, Shenyang, China

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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.
Key wordscustomer education      customer participation      perceived service quality      customer satisfaction     
Received: 07 August 2012     
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