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Keywords: Customer co-creation perception
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Journal Articles
Journal of Hospitality and Tourism Insights (2025) 8 (6): 2206–2231.
Published: 30 January 2025
... citizenship behaviour, which brings extra benefits for service providers. Design/methodology/approach By combining equity theory, social exchange theory and co-creation theory, this research proposes a model for the reciprocity mechanism in value co-creation incorporating customer co-creation perception...
