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Keywords: Service innovativeness
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2023) 24 (1): 145–167.
Published: 19 July 2022
... and the moderating role of service innovativeness were examined. Design/methodology/approach Participants (n = 806) were drawn from fitness center customers in Taiwan using a convenience sampling technique. Partial least square structural equation modeling was used to test the hypotheses in the research...
