Customer participation in the service delivery process has important implications for service organizations and customers. Therefore several researchers have espoused to the importance of increasing customer participation in the service production and delivery process. Recently, research has begun to address the impact of customer participation on employees' job involvement. However, the relationship between the two variables may not be directly. Therefore, the purpose of this study was to provide a casual model to explain the effect of customer participation on service providers' job involvement. The results indicate that higher customer participation will increase service providers’ work-related social support and task feedback, which will in turn increase service providers' job involvement. Finally, implications of these findings for managing customer participation are discussed.