1 Finsterwalder, Jörg and Kuppelwieser, Volker G. (2011): Co-creation by engaging beyond oneself: The influence of task contribution on perceived customer-to- customer social interaction during a group service encounter, Journal of Strategic Marketing (RJSM), Special Issue on Engagement of Customers beyond their Expected Roles, Vol. 19, No. 7, 607-618. [pre-edited version] Co-creation by engaging beyond oneself: The influence of task contribution on perceived customer-to-customer social interaction during a group service encounter Jörg Finsterwalder a* and Volker G. Kuppelwieser b a Department of Management, University of Canterbury, Christchurch, New Zealand; b Department of Service and Relationship Management, University of Leipzig, Leipzig, Germany *Corresponding author. Email: joerg.finsterwalder@canterbury.ac.nz Correspondence details: Jörg Finsterwalder Senior Lecturer in Marketing Department of Management University of Canterbury Te Whare Wānanga o Waitaha Private Bag 4800 Christchurch 8140, New Zealand Phone: +64 3 364 2987 ext 8614 Fax: +64 3 3642020 Email: joerg.finsterwalder@canterbury.ac.nz Volker G. Kuppelwieser Senior Lecturer Department of Service and Relationship Management Chair of Service Management University of Leipzig Grimmaische Straße 12 04109 Leipzig, Germany Short biographical notes: