White Ocean Strategy (WOS) has a positive impact on the company. However, many companies have not implemented this strategy. There is a research gap between customer value and customer engagement (CE). This research explains that customer value is an antecedent of CE. However, some studies...

Understanding which factors are important to consumers when deciding to use a mobile wallet and how these factors influence users’ commitment and recommendation is important because the demand for cashless transactions has increased worldwide in recent years, especially developing countries...

A clear understanding of customer needs is key to the success of new product development and customer-centric product design. Online reviews, particularly initial reviews, are commonly used as effective sources for mining customer requirements. Although customers may post truer and more...

Although recent research has explored consumers’ reactions towards mass customization (MC) in general, these studies have considered aesthetic and functional MC as one and the same. In the present article, we focus specifically on consumer response to aesthetic MC because there are some unique...

We study the product design problem of a revenue-maximizing firm that serves a market where customers are heterogeneous with respect to their valuations and desire for a quality attribute, and are characterized by a perhaps novel model of customer choice behavior. Specifically, instead of...

Web-based extended reality (XR) is an umbrella term for applications such as augmented reality and virtual reality. However, prior studies have only focused on the technological advancement of XR applications. Thus, this research explored the impact of the user experience-based design...