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Keywords: Pre-purchase customer journey
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Journal Articles
Journal of Business & Industrial Marketing (2023) 38 (13): 63–73.
Published: 25 January 2023
...Elina Lassila; Eija-Liisa Heikka; Satu Nätti Purpose The purpose of this study is to examine the role of interaction in supporting value co-creation during pre-purchase customer journey stages when selling professional B-to-B services. First, value co-creation in professional service firms (PSFs...
