Elsharnouby, Tamer H.; Mahrous, Abeer A. - In: Journal of Research in Interactive Marketing 9 (2015) 4, pp. 313-336
Purpose – This exploratory paper aims to extend the research on customer co-creation behavior into an emerging market. To this end, it empirically examines the influence of e-service quality dimensions on customers’ willingness to participate in online co-creation experience, in conjunction...