The involvement of customers in service production processes has been increasing, particularly as organizations
seek to reduce costs through customer participation. Customer involvement through self-service has recently been
increasing in services particularly the adoption of internet services. More tasks are conducted by using online services such as academic reports, student performance, examination activities, administrative affairs and other
activities. As service customer involvement expands, the issue of how that involvement affects customer response to
service becomes increasingly important. Such customer service roles have depth as well as breadth.