The Influence of Customer Participation and Service Involvement on Customer Satisfaction
Yi Hsu, Guai Yu Chen

Abstract
This research conducts an empirical study on the influence of customer personality traits and service involvement on customer participation and the influence of customer participation and service involvement on customer satisfaction. Both impact on customer loyalty. Customers of the hair beauty industry are the objects of this study. 299 valid questionnaires were collected and analysed using the LISREL model. The result shows that there’s a significant positive influence of customers’ personality traits on customer participation, a significant positive influence of service involvement on customer participation, a significant positive influence of customer participation on customer satisfaction, and a significant positive influence of customer satisfaction on customer loyalty.

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