Value co-creation and customer citizenship behavior
Abstract
Drawing on social exchange theory and the service-dominant logic framework this paper explores the association between value co-creation and the willingness to engage in customer citizenship behavior in the hospitality and tourism context. Tourism and hospitality firms are increasingly offering opportunities for co-production and value-in-use not only to increase revisit and repurchase intentions but also to benefit from manifestations of...
Paper Details
Title
Value co-creation and customer citizenship behavior
Published Date
Sep 1, 2019
Journal
Volume
78
Pages
102742 - 102742
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