Jiang, Yiran; Xu, Lan; Cui, Nan; Zhang, Hui; Yang, Zhilin - In: International Journal of Bank Marketing 37 (2019) 3, pp. 691-710
Purpose: The purpose of this paper is to examine the impact of customer participation on role behaviors and customer satisfaction. The mediating role of role stressors is also examined. Design/methodology/approach: Based on literature reviews, a survey of 317 bank customers was conducted in...