Customer Participation Psychology Mechanisms Based on Self-Efficacy and Emotion Contagion Theories

Customer participation in service is important in performance of service organizations and customers, such as service productivity, perceived service quality and loyalty. However, quantitative study has just began, there are not many studies on internal factors such as psychology mechanism of customer participation. At the same time, customer participation lacks of specific influence research of other customers. Therefore, the present research explores psychology mechanism of customer participation in service production and delivery, and attempts to construct and test the model of customer participation psychology mechanism. We find that participation self-efficacy and positive emotion change of customer are core factors that make customer to participate in service. Behaviors of employee and other customers as well as persuasion between customers are important in inducing participation self-efficacy and positive emotion.