Waseem, Donia; Biggemann, Sergio; Garry, Tony - In: Journal of Services Marketing 35 (2020) 4, pp. 442-452
Purpose: This paper aims to explore the drivers of employee motivation to facilitate value co-creation. Specifically, it enhances the understanding of social and contextual elements that contribute towards the co-creation of value. Design/methodology/approach: Embracing an interpretive...