...Steven Leon; Hoon Choi Purpose This study aims to examine how the number of choices consumers have influences provider satisfaction, plan satisfaction and positive word-of-mouth (WOM) in the health insurance industry. Design/methodology/approach Partial least squares (PLS) and structural...

...Jason Flores; Arturo Z. Vasquez-Parraga Purpose – This study’s aim is to investigate whether offering a co-production opportunity as a choice or as the only means of service rendering influences customer value creation and satisfaction. This research incorporates two empirically supported sources...