This study examines how service supplier and buyer value co-creation influences buyers' attitudes toward service providers. Service-dominant logic is a prevalent concept in the services industry, providing an important marketing theory in which intangible resources, co-creation of value, and...

The book aims to address topics such as tourism education and its development in the latter part of the twentieth century, taking "tourism<U+201d> to be a broader field than "hospitality." The term "hospitality" refers to all operations or services encompassing accommodation and food/beverage facilities...</u+201d>