Huang, Chih-Hsuan; Lin, Yuan-Chen - In: Asia Pacific Journal of Marketing and Logistics 33 (2020) 1, pp. 29-52
Purpose: Hinged on the transformative service paradigm, this study investigates the relationships among employee acting, customer-perceived service quality, customer emotional well-being, and their value co-creation. Feelings of gratitude among customers may moderate the effect of perceived...