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...

We use a field experiment to identify how differences in preferences and autonomy in decision-making result in low willingness-to-pay (WTP) for technologies that can benefit all members of the household. We create income earning opportunities to empower households and elicit their WTP for fuel,...