Customer participation behavior for value co-creation in high-versus low-contact services : the roles of trust-in-personnel and trust-in-brand

Ling Yee, Esther LI, T. K., Sherriff LUK, Shaw-Ching, Ben LIU

Research output: Book Chapters | Papers in Conference ProceedingsConference paper (refereed)Researchpeer-review


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.
Original languageEnglish
Title of host publication2016 Global Marketing Conference at Hong Kong Proceedings
PublisherGlobal Alliance of Marketing and Management Associations
Number of pages14
Publication statusPublished - 1 Jul 2016


  • co-creation
  • customer participation
  • service context
  • trust

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