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...

Explaining customer store loyalty in emerging markets, in particular Hispanic markets, is the main purpose of this paper. Acknowledging that there have been many attempts to better understand customer store loyalty, this study employs an explanation chain and, thus, a model describing key...

Purpose – This study’s aim is to investigate whether offering a co-production opportunity as a choice or as the only means of service rendering influences customer value creation and satisfaction. This research incorporates two empirically supported sources of co-created value, relational...