Taheri, Babak; Coelho, Filipe J.; Sousa, Carlos M.P.; … - In: International Journal of Contemporary Hospitality Management 29 (2017) 12, pp. 3063-3081
Purpose Customers play a key role in value creation. Not surprisingly, research has investigated customers’ motivations to engage in the creation of value. Thus, this study aims to assess the link between mood-regulatory processes and customer participation in value creation....