Purpose: This paper investigates factors that determine users’ behaviours during services co-creation, as well as those that influence their engagement in such efforts. Design/methodology/approach: Study 1 relies on partial least squares structural equation modelling and between-subjects,...

Purpose: The purpose of this paper is to assess, clarify and consolidate the terminology around the co-creation of services, establish its forms and identify its outcomes, to resolve the conceptual pluralism in service co-creation literature. Design/methodology/approach: A focused literature...