“…Moreover, customer involvement also involves the costs of coordinating with customers and increases the risk of failing to satisfy customers' escalated expectations about the quality of services (Goodman, Fichman, Lerch, & Snyder, 1995). Empirical studies on domestic firms and customer involvement have thus generated mixed results, showing a positive relationship (e.g., Dietz, Pugh, & Wiley, 2004;Svendsen, Haugland, Grønhaug, & Hammervoll, 2011), no relationship (e.g., Carbonell, Rodríguez-Escudero, & Pujari, 2009), and even a negative relationship (e.g., Feng, Sun, & Zhang, 2010;Field, Ritzman, Safizadeh, & Downing, 2006).…”