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Keywords: Participants’ complementarity
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Journal Articles
Journal of Business & Industrial Marketing (2026) 41 (6): 729–748.
Published: 23 February 2026
... spanning, and investigates how participants’ complementarity and service complexity moderate these mediating effects. Design/methodology/approach This study first conducted an exploratory factor analysis, based on a presurvey of 150 questionnaires, to refine the measurements adapted from established...
