Keywords: Initiation
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Journal Articles
Journal of Service Theory and Practice (2019) 29 (4): 488–512.
Published: 28 October 2019
... in VCC through initiation (customer vs company), and the influence of these factors on relational outcomes of VCC: satisfaction, loyalty and trust. Design/methodology/approach A scenario-based 2×2×4 experimental design was set in a destination resort context: weak vs strong commercial friendship...

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