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Keywords: Uncertain reward
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2020) 32 (4): 879–898.
Published: 11 December 2019
...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...
