KOREASCHOLAR

CUSTOMER PARTICIPATION BEHAVIOR FOR VALUE CO-CREATION IN HIGH- VERSUS LOW- CONTACT SERVICES: THE ROLES OF TRUST-IN-PERSONNEL AND TRUST-IN-BRAND

Esther Ling-yee Li, Sherriff T. K. Luk, Ben Shaw-Ching Liu
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315232
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.1552-1565
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
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. Keywords: customer participation, co-

Keyword
customer participationco-creationservice contexttrust
Author
  • Esther Ling-yee Li(Lingnan University, Hong Kong)
  • Sherriff T. K. Luk(Nanjing University of Finance and Economics, China)
  • Ben Shaw-Ching Liu(Quinnipiac University, USA)