...Sneha Pandey; Divesh Kumar Purpose This study aims to identify and classify the types of value stemming from cooperative creation of experience among customers present in various social and interaction-rich service settings, thus leading to customer–customer value co-creation. Design...

... sources of data, followed by more focussed, focus group research into the issues uncovered. The problem investigated was how to measure customers’ evaluations of quality for an industry in which the service/product offering is dominated by the tangible product. The initial fear was that traditional...