...Dora Yeboah; Masud Ibrahim Purpose This study aims to investigate how specific personality traits can enhance value co-creation ( VCC ) encounters, specifically focusing on actors’ interactions within service contexts. Design/methodology/approach Using qualitative methodologies, including...

... of services Co-creation behaviours Personality traits Demographics Engagement PLS-SEM Personas Critical incident technique Affinity mapping technique Projective technique “Normal” users, in contrast to lead users or professional developers (Enkel et al., 2005 ; Magnusson, 2009...

.... It was identified that the MC personality traits are more likely associated with marketing service evaluation variability. The rationale for service evaluation activity is quite straightforward: quality and innovation. Service quality and the implementation of an innovation culture are the recognized strategies...

... was found to be a consequence of satisfaction and a driver of social benefits, which strengthens customer commitment. Research limitations/implications Personality traits have been previously examined in a low involvement retail setting and not found to be a significant influence on commitment...