Purpose–The aim of this paper is to explore the role of customer involvement in service
production and its possible effects on the quality of service delivery as well as customer …

The authors examine the impact of consumer involvement on consumers' willingness to
engage in relationships with service providers, because healthy relationships between …

El objetivo de esta investigación es formular un modelo de liderazgo desde las teorías
organizacionales. Para ello se realizó una revisión de la literatura y se procesaron 35 …

Purpose–The purpose of this study is twofold: first, to assess the impact of extension
innovativeness on attitude towards service line extension and the mediating role played by …

ABSTRACT E-services such as online tourism, e-commerce, ride hailing, mobile banking,
and payment are increasingly adopted in emerging markets. The paper, on the basis of …

Purpose Although scholars highlighted the need to close the interactive marketing gap and
enhanced understanding of willingness to pay more in settings where customer participation …

Purpose Despite wide acknowledgment in research of the benefits of customer engagement
to firms, the customer engagement process and how it leads to positive marketing outcomes …

Purpose–The objective of this paper is to provide researchers and practitioners with an
understanding of the implications and consequences of changes in customer roles and …

The major impetus of the research is to understand some of the unanswered questions that
surround the construct of customer participation. Customer participation is all about the …

This paper explores the influence of the major attributes of consumers, such as personality
traits, gender, number of consumptions, and levels of involvement, on service recovery …