Purpose Artificial intelligence (AI) has a significant impact on value co-creation (VCC).
However, a study providing a comprehensive summary of the current state of the art and …

In the last two decades customer citizenship behavior (CCB) has attracted considerable
attention. This systematic review maps what we already know about CCB. The study …

Purpose This paper attempts to investigate the potential effect of mobile banking (m-
banking) service quality dimensions (ease of use, usefulness, security/privacy and …

Using visualizations of danmaku and word cooccurrence analysis, the current research
evaluates China's live-streaming travel industry by extracting live streamers' and customers' …

This study examines the antecedents and consequences of value co-creation behavior in a
hospitality context. An online questionnaire with samples of hotel patrons in the United …

Extant research examines numerous aspects of co-creation and offers a volume of important
insights. We seek to build a clear understanding of the resulting co-creation research …

This study explores the factors that influence customer citizenship behavior in the context of
the customer experience of a transportation application that incorporates the concept of the …

Co-creation of innovation, as transcending perspective of marketing, is of growing interest in
recent years. Develo** new products through collaboration is recognised as beneficial to …

Value co‐creation (VCC) continues to gain traction as a marketing concept in several
service contexts. Given the limited understanding of how the VCC process translates into …

Purpose This study aims to map existing literature on customer brand co-creation (CBC) in
the context of social media and highlight multiple avenues for future research …