Customers' behavioural contribution to the service encounter

This paper argues that customers can contribute to creating a positive and equally gratifying encounter for both parties in an interaction by engaging in specific behaviors directed towards the service personnel. Based on the assumption that the employee’s behavior during the service encounter can often come as a response to the customer’s prior behavior and therefore can be more reciprocal and reactive in nature, this paper examines customer supportive behavior as an antecedent to employees’ subsequent behavioral outcomes