Most of the previous studies on the value co-creation among organizations, employees, and customers largely focused on either the organization’s or the customer’s involvement in value co-creation; there is a paucity of research examining how employees are involved in the process in...

This study developed a scale of co-created value (CCV) from the service-dominant logic perspective. Value co-creation highlighted by service-dominant logic has drawn the attention of academia; however, the actual value, as an outcome of value co-creation, is not yet fully measured. The present...

White Ocean Strategy (WOS) has a positive impact on the company. However, many companies have not implemented this strategy. There is a research gap between customer value and customer engagement (CE). This research explains that customer value is an antecedent of CE. However, some studies...