Dr. CHEUNG Fung Yi, MillissaMillissaDr. CHEUNG Fung YiTo, W. M.W. M.To2017-11-132017-11-132015Management Dicision, 2015, vol. 53(1), pp. 179-197.0025-1747http://hdl.handle.net/20.500.11861/4608Purpose <br> – The purpose of this paper is to explore how task- and relation-oriented customers co-create high quality services with frontline employees from the perspective of customer-dominant (C-D) logic. Design/methodology/approach<br> – The authors reviewed the service management literature and identified a number of critical components that help service providers understand the psychology and behaviour of their customers, and how their customers perceive service encounters. The authors tested the theoretical model using a random survey sample of 707 consumers in Hong Kong. Findings<br> – The authors found that information sharing fully mediated the interactive effects of customer involvement and customer motivational orientation on customer perceived service quality and customer satisfaction. These findings support the C-D logic that customers as co-creators of value play a dominant role in service encounters.<br> Research limitations/implications<br> – The authors contribute to the existing management literature by identifying the importance of the C-D logic for service delivery and management. In particular, the involvement of customers with different motivational orientations through information sharing significantly affects customers’ perceived service quality and satisfaction.<br> Originality/value<br> – The paper enhances the understanding of customer’s logic by exploring the conditions and process between customer involvement and service delivery. Further directions for theoretical and empirical research are suggested.<br>enService QualityCustomer ServicePeer Reviewed Journal Article10.1108/MD-05-2014-0252