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Keywords: Customers’ willingness to pay
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2019) 33 (3): 316–330.
Published: 11 June 2019
... utilitarian) and, thus, maximize customers’ willingness to pay. Originality/value This study offers a new perspective on customers’ reactions to customer participation in services: depending on the service type or situation in which a service is being consumed, different customer participation...
