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Keywords: Customer risk-averse
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Journal Articles
Journal of Business & Industrial Marketing (2019) 34 (8): 1736–1748.
Published: 29 August 2019
..., this paper examines the moderating effects of customer risk-aversion and technology turbulence on the relationship between customer participation depth/breadth and customer-perceived value. Design/methodology/approach A theory-based model is developed and tested using data collected from 196 business...
