Asokan Ajitha, Aswathy; Sharma, Piyush; Kingshott, … - In: Journal of Services Marketing 33 (2019) 1, pp. 16-30
Purpose: The purpose of this paper is to contribute to transformative service research by drawing on self-determination, elicitation of emotions framework and feelings-as-information theories to explore how customer participation, task-related affective well-being, customer knowledge, task...