Creative Commons "Este é um artigo publicado em acesso aberto sob uma licença Creative commons (CC BY 4.0). Fonte: https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85109904116&origin=inward. Acesso em: 14 jun. 2023.SILVA, S. S. DASANTOS, J. B.2023-06-012023-06-012021-03-08SILVA, S. S. DA; SANTOS, J. B. Alavancando a eficácia de serviços intensivos em conhecimento: o papel dos clientes e dos prestadores de serviço. RAE Revista de Administração de Empresas, v. 61, n. 2, p. 1-8, mar. 2021.0034-7590https://repositorio.fei.edu.br/handle/FEI/4812© 2021. All Rights Reserved.This study develops a theoretical model that relates customer participation in knowledge-intensive services (KIS), the actions of service providers to encourage customer engagement and the effectiveness of services. Five hypotheses were tested using structural equations, and data were collected by surveying a sample of 106 users of physical therapy, personal training, Pilates and global postural reeducation services. The results show that educating customers is not enough; service providers need to empathize and create an emotional bond with them. Additionally, customer education and emotional empathy have different effects on customer feedback and the extent to which customers follow instructions. This study contributes to the literature by promoting a holistic view of the factors that influence customer participation and its effectiveness in KIS.Acesso AbertoArtigo10.1590/S0034-759020210203customer participationefectividad del servicioeficácia do serviçoemotional empathyempatia emocionalempatía emocionalencuestaKnowledge-intensive servicesparticipación del clienteparticipação do clienteservice effectivenessServicios intensivos en conocimientoServiços intensivos em conhecimento