Purpose – Customer co‐creation is becoming increasingly popular among companies, and intensive communication with customers is generally seen as a determinant of the success of a new service or product. The purpose of this study is to analyze customer co‐creation based on four dimensions...

Purpose – The purpose of this paper is to contribute to the literature on customer orientation by developing and empirically testing a model that attempts to explain the elements that constitute customer orientation and that, in turn, influence customer satisfaction. In particular, this study...

Purpose – Almost everything consumers buy in a store has a package. At point of purchase, the first moment of truth, the package functions as a silent salesman. Once the purchase is made, the product is consumed in the second moment of truth. The purpose of this paper is to create a better...

Purpose – The purpose of this paper is to encourage the reader to think differently about service-related issues and to strive to conduct service research that makes a transformational impact on individuals, organizations and society. The authors suggest that service researchers are in an...

Purpose – The purpose of this study is to investigate whether and how new ideas generated by customers can be used in a process of attractive quality creation. In addition, it aims to discover whether ideas identified as attractive early in the innovation process have certain characteristics...