Wajid, Anees; Raziq, Muhammad Mustafa; Malik, Omer Farooq; … - In: Marketing Intelligence & Planning 37 (2019) 3, pp. 271-283
Purpose: It is argued that the service-dominant (S-D) view of the value co-creation concept is mainly of a macro nature and is difficult to examine empirically. In this regard, marketing research using the micro-foundation theory proposes some conceptual models, through which relationships...