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Hong Xu
Nankai University
MarketingService innovationDesign of experimentsMultilevel modelAnalysis of variance
1Publications
1H-index
7Citations
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#1Hong Xu (NKU: Nankai University)H-Index: 1
#2Yuqing Liu (TUC: Tianjin University of Commerce)H-Index: 1
Last. Xingyang Lyu (SWUFE: Southwestern University of Finance and Economics)H-Index: 1
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Purpose This study examines how the degree of value co-creation affects Chinese customers’ evaluations of new tourism and hospitality services, and how outcome quality moderates this relationship under different conditions. Design/methodology/approach The proposed hypotheses were tested using a self-reporting questionnaire-based survey and two experimental designs. Data analysis entailed hierarchical multiple regression analysis, a simple slope test, and a two-way ANOVA. Findings Three component...
6 CitationsSource
1