"You Look So Attractive!”: The Role of Interpersonal Attraction in Driving Customer Citizenship Behavior in Service Coproduction Process
Practitioners’ and scholars’ interest in the service-dominant logic of marketing has increased sharply in the last decade (Vargo and Lusch 2004). Customer participation (CP), as one of the foundational premises of this service-dominant logic, enables service employees to cocreate customize service...
| Main Authors: | , |
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| Format: | Conference Paper |
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2019
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| Online Access: | http://hdl.handle.net/20.500.11937/76043 |