Li, Shihao; Hu, Yanghong; Xu, Lan; Fu, Guoqun - In: Journal of Services Marketing 35 (2021) 4, pp. 505-515
Purpose: This paper aims to explore how different service relationships (mentoring relationship versus partnering relationship) in service co-production affect service outcomes. Specifically, it aims to explore whether the effects of service relationships on customers’ intention to purchase...