Psychological safety, contributions and service satisfaction of customers in group service experiences

Purpose – This paper aims to demonstrate how psychological safety influences individual contributions in customer groups where multiple customers co‐create a service experience. It also shows the influence of other customers' contributions on an individual customer's own contribution to the service experience as well as the individual customer's perception of his/her own and of other customers' contributions toward service satisfaction.Design/methodology/approach – This empirical research paper is based on structural equation modelling to examine customer group experiences of two different service providers, a white water rafting company and an indoor soccer company. Data from a survey of a combined total of 273 consumers were utilised to test the research model.Findings – The results demonstrate that, on an aggregate level, psychological safety affects an individual customer's perception of his/her own and others' contributions to a service experience. The findings show that the contributions of others h...