During the last decade, research on new technologies such as virtual reality and augmented
reality in the context of marketing has gained notable attention from the marketing …

In light of the complex customer behaviour and customer journeys in omnichannel retailing,
this study aims to investigate customer co-creation behaviour, customer response and …

Purpose The subject of the paper is innovative information services. The purpose of this
paper is to identify the potential sources of innovation in library information services and …

Customer and Consumer Journeys, touchpoints and Consumer Goals have been widely
discussed among Customer Experience theorists and practitioners, establishing that a …

While marketing literature has defined the benefits concept broadly, there is limited empirical
research clarifying what benefits constitute and how they contribute to customer satisfaction …

Purpose The concept design-driven innovation focuses on innovating product meanings. It
has been studied from a variety of perspectives and contexts since the early 2000s …

Nowadays, with the rapid development of information technologies (eg web 2.0, cloud
computing and virtual reality) and manufacturing technologies (eg additive manufacturing) …

Purpose The purpose of this paper is to identify service design strategies to improve
outcome-oriented services by enhancing consumers' emotional experience, while …

There is growing belief in the value of actively involving customers in innovation, commonly
referred to as customer codevelopment or cocreation. These strategies are generally …

Innovative offerings facilitate hotels to expand the segment of loyal customers, who display
stronger re-patronage intention and recommendation willingness. Innovation performance is …