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Esther Ling-yee Li,Sherriff T. K. Luk,Ben Shaw-Ching Liu 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
This study (i) examines the main effect of how a customer’s trust in the service personnel could affect his/her service co-designing and co-delivering behavior; and (ii) investigates how the main effect could vary by the customer’s trust in the service brand, and the types of customer contact service contexts. Keywords: customer participation, co-