This study investigates the mechanism underlying the effects of customer brand engagement on the extent of customer participation in a specific service co-creation, leading to co-created value. Using the data collected from 286 customers of yoga training service in Vietnam, the analyses show that customer engagement significantly affects customer participation energy and effort, both of which then affect the perceived service value. These findings elucidate the cognitive and affective mechanisms explaining how customers’ extra-role behaviors (customer engagement) toward a brand affect their in-role behaviors (customer participation) in a long-lasting service co-creation process. Managerial implications are then discussed accordingly.

本研究调查了客户品牌参与对客户参与特定服务共创程度的影响的潜在机制，从而导致共创价值。使用从越南 286 名瑜伽培训服务客户收集的数据，分析表明客户参与显着影响客户参与的能量和努力，这两者都会影响感知服务价值。这些发现阐明了认知和情感机制，解释了客户对品牌的额外角色行为（客户参与）如何影响他们在长期服务共创过程中的角色内行为（客户参与）。然后相应地讨论管理影响。