... customer loyalty. Second, this study's findings indicate which LP benefits should be prioritised to enhance customer gratitude and loyalty. This research is the first empirical attempt to study the effects of LP perceived benefits on customer gratitude. It addresses the paucity of research...

...Helena Alves; Emerson Wagner Mainardes Purpose The purpose of this paper is to understand in the ways, in which, trust and other perceived benefits, both in the relationship with the company and with other consumers, as well as the perception of self-efficacy, actually influence the co-creation...