In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior

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In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior

This study examined a conceptual model encompassing perceived innovativeness, perceived values, attitude, and customer value co-creation behavior in the context of dessert cafés. An online survey was conducted with customers of dessert café chains based in Malaysia. The results indicated that menu i...

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Bibliographic Details
Main Authors:	Ling, Esther Sii Wei, Chua, Bee-Lia, Han, Heesup
Format:	Article
Language:	English
Published:	Nature 2023
Online Access:	http://psasir.upm.edu.my/id/eprint/108764/ http://psasir.upm.edu.my/id/eprint/108764/1/108764.pdf

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