ABSTRACT
INTRODUCTION
LITERATURE REVIEW
    Social Exchanges between Customers and Employees
    Direct Path: Customer-employee Exchange and Employee Service Innovation
    Indirect Path: Creative Role Identity as a Mediator
    The Moderating Role of Organization Openness
METHOD AND RESULTS
    Measurements and Data Collection
    Reliability and Measurement Model
    Hypothesis Testing
DISCUSSION AND IMPLICATIONS
REFERENCES

• Feng Zeng Xu(Shandong University)
• Emily Ma(University of Massachusetts)
• Yun Zhang(Shandong University)