Although studies on empowered employees have produced valuable conclusions, in recent years, scholars have explored the flip-side of service experience through customer empowerment. Scholars and practitioners have urged service-focused firms, such as healthcare providers, transportation companies, hospitality services and financial institutions to drive towards developing long-term relationships with their customers and building loyalty (Lai & Chong, 2020;Morgeson et al., 2020). Central to this view, service organisations can capture greater customer loyalty and therefore more profitable relationships over time by empowering their customers with tailor-made services (Evanschitzky et al., 2012;Morgeson et al., 2020). Managing customer relationships effectively through customer empowerment drives greater customer benefits, such as customised outcomes, experiential value, utilitarian gain and satisfaction (Auh et al., 2019). This emerging

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