Co-Creation of Public Services; Levels of Customers’ Participation

Abstract

Customer participation is one of the critical research issues in service management. This study draws on the client participation concept to explore the content and levels of customer participation in public services (Lithuanian elderships). By integrating Unified Service theory, Service Dominant logic, and using a research design with 12 interviews and 600 participating customer surveys, the study confirms the three level customer participation model, identifies four categories of participating customers and shows how sociodemographic characteristics affect customer participation level. Data suggest that public service providers need to pay attention to customer participation management (identification, selection, education and motivation).