Keywords: Service design
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Towards co-created food well-being: culinary consumption, braggart word-of-mouth and the role of participative co-design, service provider support and C2C interactions

Babak Taheri, Shahab Pourfakhimi, Girish Prayag, Martin J. Gannon, Jörg Finsterwalder
Journal: European Journal of Marketing
European Journal of Marketing (2021) 55 (9): 2464–2490.
https://doi.org/10.1108/EJM-02-2020-0145
Published: 08 February 2021
... participation into service design, while also developing opportunities for peer support on-site, can stimulate braggart WoM. Originality/value Extends burgeoning literature on co-creation and co-design in leisure services. By encouraging active customer participation while providing support and facilitating...
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