This investigation reports a series of four studies leading to the development and validation of a customer value co-creation behavior scale. The scale comprises two dimensions: customer participation behavior and customer citizenship behavior, with each dimension having four components. The...

This article addresses how the customer social exchange relationship affects customer satisfaction and, in turn, repurchase intention. On the basis of the stimulus--organism--response model, this article argues that perceived organisational support, perceived customer support, and perceived...

Despite increasing awareness of the importance of customer behaviors in service delivery, understanding consequences relating to employees receives little attention. Therefore, using data from a large electronic firm relating to customers, employees, and managers, this study examines the effects...