Purpose: This study aims to evaluate the process of value co-creation within wellness tourism by constructing a structural equation model of customer interactions with the environment, service employees and other customers relating to customer-perceived value and customer engagement....

Purpose: This paper aims to improve understanding of co-creation by focusing on customer knowledge sharing (CKS), which is something that can be influenced by organizational relationship orientation (ORO), employee adaptiveness (EA) and customer expertise (CE), and that influences employee...

Purpose: This paper aims to explore the physical attractiveness stereotype in service encounters. Specifically, this paper examines how physical attractiveness affects a customer’s response and whether a customer’s social interaction anxiety and the consumption situation moderate this...

Purpose: The purpose of this paper is to investigate the relationship between customer interactivity and the value it realizes for employees and customers, that is, employee creativity and customer-perceived economic value, and to test the mediation role of knowledge exchange quality in this...