Cheng, Colin C.; Chen, Ja‐Shen; Tai Tsou, Hun - In: Journal of Services Marketing 26 (2012) 6, pp. 444-457
Purpose – The present study aims to develop a measure of the market‐creating service innovation (MCSI) proposed by … indeed contribute to service innovation, but their involvement varies depending on the characteristics of the service … innovation. Practical implications – Utilizing a new scale of MCSI, service providers can evaluate what types of MCSI are a …