Using the DART (dialogue, access, risk, and transparency) model as a core framework of value co-creation (VCC), and in the context of hospitality services, this study explores the role VCC might have in customers' perceived value (PV). The study delineates two characteristics of PV - perceived...

This study aimed at examining the mediating role of brand Community membership on the effect of customer empowerment and customer engagement on marketing performance. The population of the study contained students of universities in the North Region of Jordan. A total of 1320 questionnaires were...

This work is centered on the validating of Yi and Gong's 2013 scale for measuring value co-creation behavior from the customer's perspective. The recommendations of Camisón and Bou (2000) are followed. To do so, the measurement instrument's flexibility and validity are valued, using a sample of...

Value co-creation has become an essential strategy in business that encourages customer involvement in creating products that meet customer demands and have superior value. Brand image and e-service quality are still important factors that influence customer decision making in purchasing...