This study (i) examines the main effect of how a customer’s trust in the service personnel could affect his/her service co-designing and co-delivering behavior; and (ii) investigates how the main effect could vary by the customer’s trust in the service brand, and the types of customer contact service contexts.
|Title of host publication||2016 Global Marketing Conference at Hong Kong Proceedings|
|Publisher||Global Alliance of Marketing and Management Associations|
|Number of pages||14|
|Publication status||Published - 1 Jul 2016|
- customer participation
- service context
LI, L. Y. E., LUK, T. K. . S., & LIU, S-C. B. (2016). Customer participation behavior for value co-creation in high-versus low-contact services : the roles of trust-in-personnel and trust-in-brand. In 2016 Global Marketing Conference at Hong Kong Proceedings (pp. 1552-1565). Global Alliance of Marketing and Management Associations. https://doi.org/10.15444/GMC2016.11.02.02