Emergent perspectives in marketing highlight new opportunities for co-opting customers as
a means to define and cocreate value through their participation. This study delineates and …

Extant research confirms the importance of value cocreation through customer participation
(CP), but relatively little is known about whether and how it creates an enjoyable experience …

Co-creation is often considered a significant process firms use to sustain a competitive
advantage. However, the literature contains limited information about the role salespeople …

Purpose–Customer participation in the creation of offerings has become a key focus in
marketing literature. This paper synthesizes extant research on the topic to enhance …

Research on customer participation (CP) has focused on its benefits for customers.
However, recent research suggests that CP is beneficial to both customers and firms. The …

Happiness, defined as a state of well-being and contentment, is a central human goal.
Despite advances in customer behavior research related to value co-creation, the link …

Research on value creation traditionally has focused on value created by the company,
though customers increasingly serve as active partners, able to create value with firms in a …

This research explores the roles of various interaction behaviors of service frontliners in
activating customer participation and creating customer value in the context of health care …

Recent developments in marketing and service research highlight the blurring of boundaries
between firms and customers. The concept of customer engagement (CE) aggregates the …

Purpose There is considerable research examining the consequences and contingency
factors of customer participation in the service encounter. In comparison, there is …