Poushneh, Atieh; Vasquez-Parraga, Arturo Z. - In: Journal of Consumer Marketing 35 (2018) 6, pp. 588-600
Purpose: This study aims to answer the following question: How can customer readiness be instrumental in non-technology-based service delivery? Design/methodology/approach: Using a field study, this research examines the role of customer readiness in customer participation in...