Purpose: This research aims to contribute to the transformative service research (TSR) literature by examining how customer participation in the service process influences their service experience and eudaimonic well-being, as moderated by customer empowerment and social support....

Purpose: The purpose of this paper is to examine the effects of service separation on perceived value and intention to enroll in the higher education context, as mediated by perceived performance risk and moderated by an individual’s regulatory focus. Design/methodology/approach: Four...

Purpose – The purpose of this paper is to develop and validate measurement scales for consumer delight and outrage. Design/methodology/approach – The paper used both qualitative, survey, and experiment methodology. Findings – First, develop and validate the scale of customer delight,...