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In many services, customer participation is necessary for value creation. The questions are whether customers always actively participate and what the antecedents of their participation behavior are. This study proposes a model including customer motivation, task clarity and customer capability as predictors of customer participation, which is then tested in the higher education service in Vietnam. The results show that customers need to have motivation and capability to actively participate indoi:10.32508/stdj.v18i2.1115 fatcat:6wqf2yuqjfempia62misggjluu