Extant research highlights novel opportunities in co-opting customers to co-create value
through their participation in the brand experience. However, relatively little is known about …

Extant service research considers several aspects of customer participation (CP) but lacks a
clear and inclusive typology that delineates CP's domain, scope, or boundaries. To address …

Service innovation is a key source of competitive differentiation across firms and markets.
Despite growing attention from practitioners and academics alike, systematic scholarly …

Purpose–Service organizations and marketers have focussed too much of their energy on
their core service's performance and too little emphasis on designing a customer journey …

The present article alleviates the often-cited ambiguity of the value concept by proposing
that value research consists of two main streams: value creation processes and value …

The context in which service is delivered and experienced has, in many respects,
fundamentally changed. For instance, advances in technology, especially information …

This study empirically analyzes the relationship between customer bonding, customer
participation, and customer satisfaction. It uses data from 804 VIP customers of South …

The purpose of this article is to study the influence of customer cocreation participation on
customers' brand experience, brand satisfaction and brand loyalty. We apply a service logic …

Whereas current literature emphasizes the positive consequences of co-creation, this article
sheds light on potential risks of co-created services. Specifically, we examine the …

Purpose This study aims to examine the moderating role of customer engagement
experiences in satisfaction–loyalty relationship in the digital business environment. This …