Customer participation behavior for value co-creation in high-versus low-contact services : the roles of trust-in-personnel and trust-in-brand
2016 Global Marketing Conference at Hong Kong Proceedings
Global Alliance of Marketing & Management Associations
customer participation, co-creation, service context, trust
This study (i) examines the main effect of how a customer’s trust in the service personnel could affect his/her service co-designing and co-delivering behavior; and (ii) investigates how the main effect could vary by the customer’s trust in the service brand, and the types of customer contact service contexts.
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Li, E. L.-Y., Luk, S. T. K., & Liu, B. S.-C. (2016). Customer participation behavior for value co-creation in high-versus low-contact services: The roles of trust-in-personnel and trust-in-brand. In 2016 global marketing conference at Hong Kong proceedings (pp. 1552-1565). Republic of Korea: Global Alliance of Marketing & Management Associations. doi: 10.15444/GMC2016.11.02.01