Based on service-dominant (S-D) logic, this study developed an integrative model of customer participation. S-D logic allows us to view service as a transcending mental model for customer participation. The model consists of antecedent, moderators, and consequence of customer participation. The major contribution of this study is to investigate the relationship marketing literature, namely, service-dominant orientation, customer satisfaction, customer citizenship behaviors, big five personality and customer participation, together in order to test their interrelationships in a very different circumstances. The sample of Vietnamese banking customers was collected on the basis of convenience sampling. Survey study was conducted with seven hypotheses. The results show that first, service-dominant orientation positively influence on customer participation, customer satisfaction and customer citizenship behaviors. Second, customer participation positively effects customer satisfaction and customer citizenship behaviors. Third, big five personality partially moderate the relationship between customer participation and its antecedent. This study contributed to the current literature by examining an integrative model of customer participation based on service-dominant logic perspective, proving that S-D logic is appropriate for studying customer participation, and by testing the nomological validity of those constructs.
