Author: Nguyen Thi Thanh Phuong
Abstract: In many service sectors, customer participation is necessary in generating value. The problem is whether customers are actively involved in generating service process. And what factors influence their level of participation? This research aims at identifying and proposing factors affecting the level of student participation in service process: Motivation, Task Clarity, and Performance Capabilities. The results of research and practice in the field of higher education services at Van Hien University, Vietnam. The research shows that Motivation and Performance Capilities must be present in customers, then they actively participate in the co-creation of value-added training services.
Keyword: Customer participation, motivation, task clarity, capability, education service, education quality