Today in service industry, brand evaluation is the consumer market conduct per-formance assessments; consumers can infer product is good or bad by Brand Evaluation. It’s a very important role in consumer decision-making process. The research brand evaluation has mainly focused on price, price promotion, brand awareness, and word-of-mouth, and ignored the customer participation. Customer participation is the important topics in the marketing, customer participation is not only to strengthen the relationship between businesses and consumers, and the output of the service due to customer participation is different from the previous performance results. It’s a suc-cessful business Customer participation in the provision of services, expectations and requirements necessary behavior. In this study, the introduction of customer participa-tion concept, whether to explore it will affect brand evaluation.
This study used the hair salon as the product categories. 271 questionnaires were distributed and 202 valid questionnaires were returned. The response rate is 74.5%. The result shows that customer participation is significantly and positively related to brand evaluation. Managerial implications and future research suggestions are discussed.
