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,...

Purpose This study aims to test a theoretical model of co-creation dynamics, service innovation and competitive advantage. The authors explore the dynamics of collaboration between travel agents and their suppliers in co-creating value for their customers. A research model is proposed to examine...