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 …

Customer participation is growing into a widespread phenomenon in the service context.
Despite the inherent significance of customer expectations to service failures in the high …

Current tourism landscape and dynamism of the business environment have increased
market competitiveness in the high-contact service industry. Hotel operators must now pay …

Purpose Customer co-creation behaviors significantly affect a firm's performance and
sustainable growth. This study tested the mediating role of corporate reputation in the …

Purpose The purpose of this paper is to understand the role of identity-based relationships,
customer brand identification and peer identification, in driving customer outcomes including …

This study describes how consumer dissatisfaction, aggravated by inefficient after-sales
service and the perception of injustice, leads the consumer to desire retaliation. The central …

Social networks are the most extensively utilized online virtual communities. It is a
technology platform that is currently used to interact with other members of any virtual online …

The Sustainable Development Goals were designed by the United Nations to help all
organizations understand that any development must be balanced with the three pillars of …

Purpose Drawing on the fairness theory, this paper aims to propose a conceptual framework
that investigates how co-creation in the failed service delivery (coproduction intensity) and …

This research aims to examine and contrast trust in consumer-salesperson/organization
relationships in direct selling and Internet (online) marketing in China, a large and fast …