<![CDATA[Purpose – This study examines the association between customer participation and perceived marketing performance among Indonesian MSMEs through distinctive management competencies and the moderating role of digital value resonance, drawing on Service-Dominant Logic (S-DL). Design/methodology/approach – Survey data from 175 Indonesian MSME owners/managers, obtained through purposive online sampling, were analyzed using PLS-SEM in SmartPLS. Moderated mediation and sensitivity analyses were conducted with 5,000 bootstrap resamples. Finding/Results – Customer participation is positively associated with management competencies. Its relationship with perceived marketing performance is negative at low digital value resonance, insignificant at the mean (β = −0.068), and positive but insignificant at high levels. Management competencies show a positive indirect association (β = 0.427 at the mean), which weakens as digital value resonance increases (index = −0.129, 95% CI [−0.263, −0.027]). Digital value resonance strengthens the participation–performance association (β = 0.196) but weakens the competencies–performance association (β = −0.186). Partial discriminant validity warrants caution. Originality/Value – The study extends S-DL by identifying contrasting, conditional roles of digital value resonance across participation and competency pathways. Given its cross-sectional, single-source design, the findings indicate associations rather than causal effects.]]>
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