PARTICIPATION BY THE CUSTOMER AS THE CO CREATOR OF VALUE IN THE PROVISION OF A SERVICE

Most of the academic literature agrees in stressing the positive influence to be derived from participation by the consumer in the provision of a service, in terms of the operational activity and the value created in it. Well-managed participation can provide improvements in corporate image, sales of other goods, effectiveness, costs and productivity. The objective of this work is to analyze the elements that favor the creation of value when the customer participates in the provision of the service. With the goat of guiding service companies in managing customer participation, we stress its importance in the process of creating operational value, and go on to analyze the influence of the main factors along with the diverse modes of participation. After the analysis, emphasis is placed on the existence of a wide range of customers and factor:, that affect their attitude. That is why companies should try to define the roles that their consumers will perform, to then adjust the level of information and the mechanisms tube implemented in order to achieve effective participation.