Customer Participation Formalization

What it measures

Three items measure the extent to which a customer participates in formal, rule-governed processes within a company's customer participation structure. Auh et al. (2019) adapted the scale from Fang, Palmatier, and Evans (2008). The main study involved 891 customers of a Korean bank; a replication used 291 MTurk participants. CFA confirmed unidimensionality, convergent and discriminant validity, with AVEs of .72–.78.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I am formally involved in the customer participation process.
• There is a system of formal rules imposed regarding involvement in customer participation.
• I follow formal procedures on how to engage in customer participation.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

The original article's scale description states three 'five-point' items, but the reported anchors are strongly disagree (1) and strongly agree (7) — a contradiction. Refer to the original article to confirm the intended format; the 7-point version is more consistent with other scales in the paper and with JMR norms. Scale was developed in English and translated into Korean using back-translation for the main study.

Citation

Auh, S., Menguc, B., Katsikeas, C. S., & Jung, Y. S. (2019). When does customer participation matter? An empirical investigation of the role of customer empowerment in the customer participation–performance link. Journal of Marketing Research, 56(6), 1012–1033.

Keywords