Analytical Framework for Promoting Customer Participation in Benefit Delay Type Services

The purpose of this study is to construct an analytical framework to analyze a mechanism that promotes customer participation in benefit delay type services. Existing research has considered only the performance of service companies to enhance the quality of service and customer satisfaction. This study focused on customer participation as a factor affecting the quality of service and customer satisfaction and attempted to construct an analytical framework based on a theoretical perspective of motivational research. By adopting the motivation theory, this research derived three concepts, the possibility of gaining benefits, emotional experience, and the desire of benefit, and constructed an analytical framework. This paper presented a detailed case study using the framework and has proposed this study for further research.