Title

Customer participation behavior for value co-creation in high-versus low-contact services : the roles of trust-in-personnel and trust-in-brand

Document Type

Book chapter

Source Publication

2016 Global Marketing Conference at Hong Kong Proceedings

Publication Date

7-2016

First Page

1552

Last Page

1565

Publisher

Global Alliance of Marketing & Management Associations

Keywords

customer participation, co-creation, service context, trust

Abstract

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.

DOI

10.15444/GMC2016.11.02.02

Publisher Statement

Copyright © 2016 Global Alliance of Marketing & Management Associations. Access to external full text or publisher's version may require subscription.

Full-text Version

Publisher’s Version

Recommended Citation

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