References

• Agarwal, S., Krishna Erramilli, M., & Dev, C. S. (2003). Market orientation and performance in service firms: role of innovation. Journal of Services Marketing, 17(1), 68–82.
   Google Scholar
• Azar, G., & Ciabuschi, F. (2017). Organizational innovation, technological innovation, and export performance: The effects of innovation radicalness and extensiveness. International Business Review, 26(2), 324–336.
   Web of Science ®Google Scholar
• Babin, B. J., Attaway, J. P., & James, K. (2017). Commenting on “Atmospheric affect … gaining share of customer”. Journal of Global Scholars of Marketing Science, 27(3), 195–200.
   Web of Science ®Google Scholar
• Ballantyne, D., & Varey, R. J. (2006). Creating value-in-use through marketing interaction: the exchange logic of relating, communicating and knowing. Marketing Theory, 6(3), 335–348.
   Google Scholar
• Bartsch, A., & Kloß, A. (2018). Personalized charity advertising. Can personalized prosocial messages promote empathy, attitude change, and helping intentions toward stigmatized social groups? International Journal of Advertising, 38(3), 345–363.
   Web of Science ®Google Scholar
• Bearden, W. O., Money, R. B., & Nevins, J. L. (2006). A measure of long-term orientation: Development and validation. Journal of the Academy of Marketing Science, 34(3), 456–467.
   Web of Science ®Google Scholar
• Belanche, D., Casaló, L. V., Flavián, C., & Schepers, J. (2014). Trust transfer in the continued usage of public e-services. Information & Management, 51(6), 627–640.
   Web of Science ®Google Scholar
• Berman, S. J., & Hagan, J. (2006). How technology‐driven business strategy can spur innovation and growth. Strategy & Leadership, 34(2), 28–34.
   Google Scholar
• Biemans, W., & Griffin, A. (2018). Innovation practices of B2B manufacturers and service providers: Are they really different? Industrial Marketing Management, 75, 112–124.
   Web of Science ®Google Scholar
• Bowman, C., & Ambrosini, V. (2000). Value creation versus value capture: towards a coherent definition of value in strategy. British Journal of Management, 11(1), 1–15.
   Web of Science ®Google Scholar
• Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.
   Web of Science ®Google Scholar
• Chesbrough, H., & Rosenbloom, R. S. (2002). The role of the business model in capturing value from innovation: evidence from Xerox Corporation’s technology spin‐off companies. Industrial and Corporate Change, 11(3), 529–555.
   Web of Science ®Google Scholar
• Chiu, H. C., Hsieh, Y. C., & Kuo, Y. C. (2012). How to align your brand stories with your products. Journal of Retailing, 88(2), 262–275.
   Web of Science ®Google Scholar
• Cossío-Silva, F. J., Revilla-Camacho, M. Á., Vega-Vázquez, M., & Palacios-Florencio, B. (2016). Value co-creation and customer loyalty. Journal of Business Research, 69(5), 1621–1625.
   Web of Science ®Google Scholar
• Fließ, S., & Kleinaltenkamp, M. (2019). Commentary essay on “blueprinting the service company –managing service processes efficiently”. Journal of Global Scholars of Marketing Science, 29(3), 281–292.
   Web of Science ®Google Scholar
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
   Web of Science ®Google Scholar
• Gatignon, H., & Xuereb, J. M. (1997). Strategic orientation of the firm and new product performance. Journal of Marketing Research, 34(1), 77–90.
   Web of Science ®Google Scholar
• Grönroos, C. (2017). Relationship marketing and service: An update. Journal of Global Scholars of Marketing Science, 27(3), 201–208.
   Web of Science ®Google Scholar
• Guercini, S., Becagli, C., & Ranfagni. (2017). Conviviality and its impact on business relationships: insights. Journal of Global Fashion Marketing, 8(3), 235–249.
   Web of Science ®Google Scholar
• Heirati, N., Henneberg, S. C., Richter, A., & Harste, R. (2019). Differential importance of social and economic determinants of relationship performance in professional services. Industrial Marketing Management, 76, 23–35.
   Web of Science ®Google Scholar
• Hertog, P. D. (2000). Knowledge-intensive business services as co-producers of innovation. International Journal of Innovation Management, 4(4), 491–528.
   Google Scholar
• Hogan, S. J., & Coote, L. V. (2014). Organizational culture, innovation, and performance: A test of Schein’s model. Journal of Business Research, 67(8), 1609–1621.
   Web of Science ®Google Scholar
• Hogan, S. J., Soutar, G. N., McColl-Kennedy, J. R., & Sweeney, J. C. (2011). Reconceptualizing professional service firm innovation capability: Scale development. Industrial Marketing Management, 40(8), 1264–1273.
   Web of Science ®Google Scholar
• Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behavior in value co-creation: a service system perspective. Journal of Service Research, 17(3), 247–261.
   Web of Science ®Google Scholar
• Jaakkola, E., Helkkula, A., & Aarikka-Stenroos, L. (2015). Service experience co-creation: conceptualization, implications, and future research directions. Journal of Service Management, 26(2), 182–205.
   Web of Science ®Google Scholar
• Jiang, L., Jun, M., & Yang, Z. (2016). Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C e-commerce? Service Business, 10(2), 301–317.
   Web of Science ®Google Scholar
• Keem, J. S., & Lee, S. (2018). A study on consumers’ experiences and avoidances of mobile shopping application advertisements. Journal of Global Fashion Marketing, 9(2), 148–160.
   Web of Science ®Google Scholar
• Kim, J., Kang, S., & Taylor, C. R. (2018). Technology driven experiences from mobile direct to virtual reality. Journal of Global Scholars of Marketing Science, 28(1), 96–102.
   Web of Science ®Google Scholar
• Kim, S. J., Kim, K. H., & Choi, J. (2019). The role of design innovation in understanding purchase behavior of augmented products. Journal of Business Research, 99, 354–362.
   Web of Science ®Google Scholar
• Kim, S. J., Kim, K. H., & Lee, C. H. (2016). Role of user-created programs in online game consumer behavior. Journal of Global Scholars of Marketing Science, 26(3), 217–226.
   Web of Science ®Google Scholar
• Kleijnen, M., De Ruyter, K., & Wetzels, M. (2007). An assessment of value creation in mobile service delivery and the moderating role of time consciousness. Journal of Retailing, 83(1), 33–46.
   Web of Science ®Google Scholar
• Lemke, F., Clark, M., & Wilson, H. (2011). Customer experience quality: an exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39(6), 846–869.
   Web of Science ®Google Scholar
• Lemon, K. N., Rust, R. T., & Zeithaml, V. A. (2001). What drives customer equity? Marketing Management, 10(1), 20–25.
   Google Scholar
• Lim, C., Kim, M. J., Kim, K. H., Kim, K. J., & Maglio, P. (2019). Customer process management: A framework for using customer-related data to create customer value. Journal of Service Management, 30(1), 105–131.
   Web of Science ®Google Scholar
• Lin, R. J., Chen, R. H., & Kuan-Shun Chiu, K. (2010). Customer relationship management and innovation capability: an empirical study. Industrial Management & Data Systems, 110(1), 111–133.
   Web of Science ®Google Scholar
• Lusch, R. F., & Nambisan, S. (2015). Service innovation: A service-dominant logic perspective. MIS Quarterly, 39(1), 155–175.
   Web of Science ®Google Scholar
• Lusch, R. F., & Vargo, S. L. (2006). The service-dominant logic of marketing: Dialog, debate, and directions. Armonk, New York: M.E. Sharpe Inc.
   Google Scholar
• Lusch, R. F., Vargo, S. L., & Tanniru, M. (2010). Service, value networks and learning. Journal of the Academy of Marketing Science, 38(1), 19–31.
   Web of Science ®Google Scholar
• Macdonald, E. K., Kleinaltenkamp, M., & Wilson, H. N. (2016). How business customers judge solutions: Solution quality and value in use. Journal of Marketing, 80(3), 96–120.
   Web of Science ®Google Scholar
• Madhavaram, S., & Hunt, S. D. (2008). The service-dominant logic and a hierarchy of operant resources: developing masterful operant resources and implications for marketing strategy. Journal of the Academy of Marketing Science, 36(1), 67–82.
   Web of Science ®Google Scholar
• Möller, K., Rajala, R., & Westerlund, M. (2008). Service innovation myopia? A new recipe for client-provider value creation. California Management Review, 50(3), 31–48.
   Web of Science ®Google Scholar
• Mu, J., & Di Benedetto, C. A. (2011). Strategic orientations and new product commercialization: mediator, moderator, and interplay. R&D Management, 41(4), 337–359.
   Web of Science ®Google Scholar
• Ngo, L. V., & O’Cass, A. (2009). Creating value offerings via operant resource-based capabilities. Industrial Marketing Management, 38(1), 45–59.
   Web of Science ®Google Scholar
• O’Cass, A., & Sok, P. (2013). Exploring innovation driven value creation in B2B service firms: The roles of the manager, employees, and customers in value creation. Journal of Business Research, 66(8), 1074–1084.
   Web of Science ®Google Scholar
• Payne, A., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83–96.
   Web of Science ®Google Scholar
• Ranjan, K. R., & Read, S. (2016). Value co-creation: concept and measurement. Journal of the Academy of Marketing Science, 44(3), 290–315.
   Web of Science ®Google Scholar
• Ryu, S., Park, J. E., & Min, S. (2007). Factors of determining long-term orientation in interfirm relationships. Journal of Business Research, 60(12), 1225–1233.
   Web of Science ®Google Scholar
• Sandström, S., Edvardsson, B., Kristensson, P., & Magnusson, P. (2008). Value in use through service experience. Managing Service Quality: An International Journal, 18(2), 112–126.
   Google Scholar
• See-To, E. W., & Ho, K. K. (2014). Value co-creation and purchase intention in social network sites: The role of electronic Word-of-Mouth and trust–A theoretical analysis. Computers in Human Behavior, 31, 182–189.
   Web of Science ®Google Scholar
• Sharma, N., & Sarmah, B. (2019). Consumer engagement in village eco-tourism: A case of the cleanest village in Asia – Mawlynnong. Journal of Global Scholars of Marketing Science, 29(2), 248–265.
   Web of Science ®Google Scholar
• Sheehan, J. (2006). Understanding service sector innovation. Communications of the ACM, 49(7), 42–47.
   Web of Science ®Google Scholar
• Sina, A. S., & Kim, H. (2019). Enhancing consumer satisfaction and retail patronage through brand experience, cognitive pleasure, and shopping enjoyment: A comparison between lifestyle and product-centric displays. Journal of Global Fashion Marketing, 10(2), 129–144.
   Web of Science ®Google Scholar
• Skålén, P., Gummerus, J., Von Koskull, C., & Magnusson, P. R. (2015). Exploring value propositions and service innovation: a service-dominant logic study. Journal of the Academy of Marketing Science, 43(2), 137–158.
   Web of Science ®Google Scholar
• Talke, K., Salomo, S., & Kock, A. (2011). Top management team diversity and strategic innovation orientation: The relationship and consequences for innovativeness and performance. Journal of Product Innovation Management, 28(6), 819–832.
   Web of Science ®Google Scholar
• Tey, Y. S., Brindal, M., & Dibba, H. (2018). Factors influencing willingness to pay for sustainable apparel: A literature review. Journal of Global Fashion Marketing, 9(2), 129–147.
   Web of Science ®Google Scholar
• Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17.
   Web of Science ®Google Scholar
• Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.
   Web of Science ®Google Scholar
• Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5–23.
   Web of Science ®Google Scholar
• Vargo, S. L., Maglio, P. P., & Akaka, M. A. (2008). On value and value co-creation: A service systems and service logic perspective. European Management Journal, 26(3), 145–152.
   Google Scholar
• Vargo, S. L., Wieland, H., & Akaka, M. A. (2015). Innovation through institutionalization: A service ecosystems perspective. Industrial Marketing Management, 44, 63–72.
   Web of Science ®Google Scholar
• Wang, C. L., Siu, N. Y., & Barnes, B. R. (2008). The significance of trust and renqing in the long-term orientation of Chinese business-to-business relationships. Industrial Marketing Management, 37(7), 819–824.
   Web of Science ®Google Scholar
• Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value‐based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625–651.
   Web of Science ®Google Scholar
• Witell, L., Snyder, H., Gustafsson, A., Fombelle, P., & Kristensson, P. (2016). Defining service innovation: A review and synthesis. Journal of Business Research, 69(8), 2863–2872.
   Web of Science ®Google Scholar
• Yang, K., Kim, J., & Kim, Y. (2017). The effect of brand consciousness on interpersonal influences, brand values, and purchase intention: Cases for American and Korean college students. Journal of Global Fashion Marketing, 8(2), 83–97.
   Web of Science ®Google Scholar
• Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: the role of switching costs. Psychol Mark, 21(10), 799–822.
   Web of Science ®Google Scholar
• Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279–1284.
   Web of Science ®Google Scholar
• Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.
   Web of Science ®Google Scholar