An empirical research on customer´s normatively participative behavior, interactive abilities and customer performance

The influence of customer´s interactive abilities on his normatively participative behavior and customer-related performance in service situation was investigated by demonstration. On the base of structural equation model, the complicated relationships among the above variables were discussed in detail. The result shows that customer´s interactive abilities has significantly positive effect on customer´s normatively participative behavior and customer-related performance which including customer´s satisfaction and positive feedback, and reveals that the customer´s interactive abilities plays an important impact on his choice of participative behavior and the finally perceived service quality during the course of service process. It also offers more fully understanding about the antecedent variables which affecting on consumer´s normatively participative behavior and customer-related performance, provides a theoretical reference for service enterprises to improve their competitive advantage.