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Keywords: E-grocery
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing 1–20.
Published: 13 July 2026
...Rıfgı Buğra Bağcı; Arch G. Woodside Purpose This study aims to investigate the drivers of consumer willingness-to-pay-more ( WTPM ) for e-grocery services. Using both symmetric and asymmetric modeling, the study examines how four factors – proactive customer orientation, value co-creation...
