Purpose: This study aims to examine how customers derive satisfaction and affective commitment from their participation in financial services, which is conditional on their relationship length. Design/methodology/approach: Student interviewers approached customers who were exiting banks at two...

Purpose: Value has been conceptualized as the result of co-creation involving service firms and customers. Currently, however, little is known about why and how customers engage in value co-creation with a service firm. Thus, the purpose of this paper is to explore the role of co-production in...