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...

1. Introduction -- pt. 2. Customer value creation behavior in the context of theory -- 3. Conceptualization and measurement of customer value creation -- 4. Antecedents of customer value creation behavior -- 5. Consequences of customer value creation behavior -- 6. Dysfunctional customer...