nother role customers can play in service cocreation and delivery is that of contributor to their own satisfaction and the ultimate quality of the services they receive. Customers may care little that they have increased the productivity of the organization through their participation, but they likely care a great deal about whether their needs are fulfilled. Effective customer participation can increase the likelihood that needs are met and that the benefits the customer seeks are actually attained, especially for services such as health care, education, personal fitness, and weight loss, in which the service outcome is highly dependent on customer participation.