Wenninger, Annette; Rau, Daniel; Röglinger, Maximilian - In: Electronic Markets 32 (2022) 3, pp. 1399-1418
As an emergent variant of digital and smart services, proactive services (PAS) do not wait for customers to make the first move, but proactively participate in customers' lives and make decisions on their behalf. Due to their novelty, the literature on PAS is in its infancy. Specifically, there...