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| The Influence Mechanism of Customer Participation on Satisfaction: A Role Theory Perspective |
| ZHANG Guangling，PAN Zhihua |
| Wuhan University, Wuhan, China |
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Abstract Based on the perspective of role theory, the structural equation modeling and indirect effect analysis are used to explore the impact and mechanism of customer participation on customer satisfaction. Through a questionnaire survey of 520 consumers, the results show that customer participation has an indirect negative effect on customer satisfaction. Firstly, customer participation positively affects customer role stress including role ambiguity, role conflicts and role overloads. Secondly, the increase of customer role stress will lead to customer burnout, that is, role stress mediates the relationship between customer participation and customer burnout. Finally, customer burnout leads to a decrease in customer satisfaction, that is, customer participation has a negative impact on customer satisfaction through the sequential mediation role of customer role stress and customer burnout.
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Received: 23 April 2018
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