Purpose: This study aims to answer the following question: How can customer readiness be instrumental in non-technology-based service delivery? Design/methodology/approach: Using a field study, this research examines the role of customer readiness in customer participation in...

Purpose – This study’s aim is to investigate whether offering a co-production opportunity as a choice or as the only means of service rendering influences customer value creation and satisfaction. This research incorporates two empirically supported sources of co-created value, relational...