Hasan, Md Moynul; Chang, Yu; Lim, Weng Marc; Kalam, Abul; … - In: Journal of Health Organization and Management 38 (2024) 9, pp. 360-388
Purpose Customer value co-creation behavior is promising but undertheorized. To bridge this gap, this study examines the viability of a social cognitive theory positing that customers' value co-creation behavior is shaped by their co-creation experience, self-efficacy, and engagement....
