The purpose of this study is to examine the differential impact of service quality, service
fairness and service convenience on customer engagement behaviors. The study also …

Purpose Although a dominant marketing concept, value co-creation (VCC) is not without
controversy. Inspired by value co-destruction (VCD), the purpose of this paper is to review …

Purpose Despite Schau et al.'s (2009) pioneering research addressing consumers'
community engagement practices, scholarly understanding of the nature and dynamics …

Purpose The purpose of this paper is to assess, clarify and consolidate the terminology
around the co-creation of services, establish its forms and identify its outcomes, to resolve …

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 …

Purpose This paper aims to propose user experience sharing (UES) as a customer-based
initiation of value co-creation pertaining to service provision, which represents customers' …

Purpose This research aims to contribute to the transformative service research (TSR)
literature by examining how customer participation in the service process influences their …

While numerous studies have examined the benefits of customer participation (CP),
understanding of the dark side of involving customers in service firms' processes is limited …

Interest in the relationship between customer participation and brand outcomes has
increased over the past few decades. However, research in this field has generated diverse …

Purpose The use of modern technologies of the fourth industrial revolution, commonly
known as “Industry 4.0”(I4. 0), is believed to have considerable potential for product …