Grott, Emily Mary; Cambra-Fierro, Jesus; Perez, Lourdes; … - In: European Business Review 31 (2019) 4, pp. 544-566
Purpose: The aim of this study is two-fold. Firstly, to examine the outcomes of co-creation from a customer perspective using well-recognised customer management variables (customer satisfaction, loyalty and word-of-mouth (WOM). Secondly, to assess potential cross-cultural differences that may...