# How a customer participates matters: “I am producing” versus “I am designing”

> Research article (Journal of Services Marketing, 2015) · cited 41× · AI/ML

**Wikidata**: [openalex:W1851827751](https://www.wikidata.org/wiki/openalex:W1851827751)  
**Source**: https://4ort.xyz/entity/how-a-customer-participates-matters-i-am-producing-versus-i-am-designing