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

doi:10.15444/GMC2016.11.02.02

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

Department of Marketing and International Business

Research output: Book Chapters | Papers in Conference Proceedings › Conference paper (refereed) › Research › peer-review

Abstract

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 language	English
Title of host publication	2016 Global Marketing Conference at Hong Kong Proceedings
Publisher	Global Alliance of Marketing and Management Associations
Pages	1552-1565
Number of pages	14
DOIs	https://doi.org/10.15444/GMC2016.11.02.02
Publication status	Published - 1 Jul 2016

Keywords

co-creation
customer participation
service context
trust

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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

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Customer participation behavior for value co-creation in high-versus low-contact services : the roles of trust-in-personnel and trust-in-brand. / LI, Ling Yee, Esther; LUK, T. K., Sherriff; LIU, Shaw-Ching, Ben.
2016 Global Marketing Conference at Hong Kong Proceedings. Global Alliance of Marketing and Management Associations, 2016. p. 1552-1565.

Research output: Book Chapters | Papers in Conference Proceedings › Conference paper (refereed) › Research › peer-review

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KW - customer participation

KW - service context

KW - trust

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PB - Global Alliance of Marketing and Management Associations

ER -

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

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Keywords

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