Purpose The purpose of this paper is to investigate the drivers of customer value, and their respective relationships with customer satisfaction and behavioral intentions, between two culturally distinct groups of adventure tourists. Design/methodology/approach The study adopted a descriptive...

Purpose: The purpose of this paper is to suggest a typology of customer value cocreation activities and explore the psychological drivers and quality of life outcomes of such activities in a complex health care service setting. Design/methodology/approach: Focus groups with people with Type 2...