Linking positive psychological capital with customer value co-creation

Purpose This study aims to identify the driving forces of customer value co-creation (VCC) that occur through employee positive psychological capital (PPC), employee service-oriented organizational citizenship behavior (SOOCB) and customer brand experience (BE). Design/methodology/approach In total, 493 valid samples were retrieved from 30 hotels in Taiwan. Hierarchical linear modeling was used to extensively and accurately examine customer VCC...