...Xinhua Guan; Lishan Xie; Tengteng Zhu Purpose The purpose of this paper is to investigate the relationship between customer interactivity and the value it realizes for employees and customers, that is, employee creativity and customer-perceived economic value, and to test the mediation role...

...Hongyan Yu; Rong Liu; Daowu Zheng Purpose With the rapid development of information technologies and the internet, firms have increasingly focussed on customer interactions to realise value co-creation. Previous studies have empirically examined interaction orientation, but their measurements have...