Navarro, Susana; Andreu, Luisa; Cervera, Amparo - In: Journal of Business Research 67 (2014) 5, pp. 813-818
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...