Given the increasing academic interest in in-home consumption and the fragmented,
multidisciplinary scholarly knowledge in this area, this study provides a first systematic effort …

Purpose The purpose of this study is to investigate the relationships that influence the value
co-creation process and lead to consumer comfort with artificial intelligence (AI) and mobile …

Background Patient participation in the health care domain has surged dramatically through
the availability of digital health platforms and online health communities (OHCs). Such …

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 …

This paper aims to outline the influences of ChatGPT on service individualization and
service value co-creation in the travel industry. Data were collected from managers and …

Purpose The rapid growth of technology, including artificial intelligence (AI), in the banking
industry has played a disrupting role in traditional banking channels. This study aims to …

Previous scholars have examined value co-creation and co-destruction processes that take
place between customers and service organizations or employees. Despite most service …

Digitalization and related transformation in services is disrupting existing businesses and
changing the positions and roles of incumbent and new players in the industry, as well as …

This paper aims to accentuate the role of marketing as an integrator in integrated care
through a marketing mix typology. To do so, this paper adopts a conceptual and contextual …

The exponential rise of sharing economy has accelerated the growth of shared healthcare
platforms in recent times. Although a shared healthcare platform transforms the exchange of …