Purpose Studies have shown that customer orientation has a substantial impact on a business's success. This study examines the effects of positive personality on salespeople's proactive customer orientation (PCO) and responsive customer orientation (RCO) by incorporating the effects of job...

Value co-creation has become an essential strategy in business that encourages customer involvement in creating products that meet customer demands and have superior value. Brand image and e-service quality are still important factors that influence customer decision making in purchasing...