...Chih-Hsuan Huang; Yuan-Chen Lin Purpose Hinged on the transformative service paradigm, this study investigates the relationships among employee acting, customer-perceived service quality, customer emotional well-being, and their value co-creation. Feelings of gratitude among customers may moderate...

...Zhaoyang Guo; Yuan Zhang; Yirang Zhang; Xue Ke Purpose As value co-creation has become a critical strategy for companies to gain competitive advantage, the purpose of this paper is to investigate the degree of the uncertain reward (DUR) and its impact on customer engagement (CE), particularly...