Make every interaction count - assessing the role of customers� self-construal on value co-creation at service encounters

• Main Authors: Shamim, A., Ahn, J., Khan, I., Shah, M., Abid, M.F.
• Format: Article
• Published: Routledge 2022
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85136110458&doi=10.1080%2f09593969.2022.2109714&partnerID=40&md5=8808bf6c066cf43fc79e47eaccf4edba; http://eprints.utp.edu.my/33791/

This research examines the role of dual types of customers� self-construal (i.e., independent vs. interdependent) on value co-creation attitude and behaviour in retail service encounters. Using a mall-intercept survey, 463 responses were collected. Structural equal modeling was employed to analyse...