Johnson, Devon; Limbu, Yam B.; Jayachandran, C.; Reddy, … - In: European Journal of Marketing 53 (2019) 11, pp. 2348-2372
Purpose: This paper aims to examine the effect of customer-to-customer (C2C) interaction while using a service on the willingness of consumers to engage in altruistic customer participation (CP) or co-production efforts aimed at helping other customers. It further examines the role of consumer...