The Impact of Customer Participation on Customer Attribution in Service Failure---The intermediary functions of expectation and perceived control

This study explores the impact process of customer participation on customer attribution, as well as the intermediary functions of expectation and perceived control in the impact process through experimental method. It offers an explanation from the perspective of attribution for studies on the intermediate factors in the transmission mechanism between customer participation and satisfaction, thus filling up the research gap in the impact of situational factors on customer attribution. The path of impact of customer participation on customer attribution is clarified and an attribution process model in the context of customer participation is also established in the study.