In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior
Abstract This study examined a conceptual model encompassing perceived innovativeness, perceived values, attitude, and customer value co-creation behavior in the context of dessert cafés. An online survey was conducted with customers of dessert café chains based in Malaysia. The results indicated th...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2023-12-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-023-02353-y |