In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior
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 that menu i...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Nature
2023
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| Online Access: | http://psasir.upm.edu.my/id/eprint/108764/1/108764.pdf http://psasir.upm.edu.my/id/eprint/108764/ https://www.nature.com/articles/s41599-023-02353-y |
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