Purpose – The present study aims to develop a measure of the market‐creating service innovation (MCSI) proposed by Berry et al. , verify the typology, identify the relationship between MCSI and each new service development (NSD) stage, and assess the degree to which the role of customers...

Purpose: Drawing on the extant multichannel service quality literature and customer needs regarding the experiential value of online and offline shopping, the purpose of this paper is to examine the relationships among multichannel service delivery quality (MSDQ), customer experiences,...