Purpose: Despite recognition of the importance of emotions and emotion regulation in service encounters, emotion regulation has been generally studied from an employee perspective. This study investigated customer emotion regulation behaviours (CEREBs) in face-to-face service encounters;...

Purpose: The purpose of this paper is to suggest a typology of customer value cocreation activities and explore the psychological drivers and quality of life outcomes of such activities in a complex health care service setting. Design/methodology/approach: Focus groups with people with Type 2...

Purpose – The purpose of this paper is to capture the richness of customer perceived value by determining its benefit and cost dimensions in a complex service setting. Perceived value is argued as equivalent to value-in-use; that is value that emerges for or is created by the customer....