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...

Although professional service providers increasingly deliver their services globally, little is known about cross-cultural differences in customers’ motivation to participate in service production. To address this lacuna, we survey a total of 2,284 banking customers in 11 countries on their...

Consumer participation in the different steps of products or services' production process is developing following many directions, from the most ordinary to the most creative ones. In this context, the present paper tries to clarify the definition of consumer participation and proposes a...

Innovation and the customer participation are central issues in research focusing on the performance of firms. However, the current literature offers little guidance on the extent of connection between firm innovation capabilities and customer participation and how they work together to enhance...

Previous studies have provided evidence that customer education play an important role in building service quality, customer trust and relationship commitment, but these studies have focused almost exclusively on complex services, such as financial services. This study extends the current work...

Previous studies have provided evidence that customer education play an important role in building service quality, customer trust and relationship commitment, but these studies have focused almost exclusively on complex services, such as financial services. This study extends the current work...

Higher education in the United States is rapidly moving toward a marketized model of service provision, one emphasizing marketing practices based upon relevance and student satisfaction. The results of the study reported herein suggest that such strategies may not ensure equal balance between...

This paper provides a knowledge-based strategic management of services model, with a view to emphasise an approach to gaining competitive advantage through knowledge, people and networking. The long-term evolution of the service organization is associated with the way in which the strategic...

Service systems engineering (SSE) focuses on the systematic design and development of service systems. Guided by a value proposition, service systems enable value co-creation through a configuration of actors and resources (often including a service architecture, technology, information, and...