<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0121-5051</journal-id>
<journal-title><![CDATA[Innovar]]></journal-title>
<abbrev-journal-title><![CDATA[Innovar]]></abbrev-journal-title>
<issn>0121-5051</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Ciencias Económicas. Universidad Nacional de Colombia.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0121-50512022000400105</article-id>
<article-id pub-id-type="doi">10.15446/innovar.v32n86.10466</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Customer Value Co-creation Behavior in Times of COVID-19: The Case of the Mexican Food Service Delivery Ecosystem]]></article-title>
<article-title xml:lang="es"><![CDATA[COMPORTAMIENTO DE COCREACIÓN DE VALOR DEL CLIENTE EN TIEMPOS DE COVID-19: EL CASO DEL ECOSISTEMA DE SERVICIOS DE ENTREGA DE ALIMENTOS EN MÉXICO]]></article-title>
<article-title xml:lang="pt"><![CDATA[COMPORTAMENTO DE COCRIAÇÃO DE VALOR DO CLIENTE EM TEMPOS DE COVID-19: O CASO DO ECOSSISTEMA MEXICANO DE SERVIÇOS DE ENTREGA DE ALIMENTOS]]></article-title>
<article-title xml:lang="fr"><![CDATA[COMPORTEMENT DE CO-CRÉATION DE VALEUR POUR LE CLIENT EN PÉRIODE DE COVID-19 : LE CAS DE L'ÉCOSYSTÈME MEXICAIN DE LIVRAISON DE SERVICES ALIMENTAIRES]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Figueroa Velázquez]]></surname>
<given-names><![CDATA[Juan Gabriel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Zamora Ramos]]></surname>
<given-names><![CDATA[Moisés Rubén]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Zúñiga Espinosa]]></surname>
<given-names><![CDATA[Norma Arely]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hernández Aranda]]></surname>
<given-names><![CDATA[Irma]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma del Estado de Hidalgo  ]]></institution>
<addr-line><![CDATA[Hidalgo ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma del Estado de Hidalgo  ]]></institution>
<addr-line><![CDATA[Hidalgo ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Autónoma del Estado de Hidalgo  ]]></institution>
<addr-line><![CDATA[Hidalgo ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad Autónoma del Estado de Hidalgo  ]]></institution>
<addr-line><![CDATA[Hidalgo ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<volume>32</volume>
<numero>86</numero>
<fpage>105</fpage>
<lpage>117</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0121-50512022000400105&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0121-50512022000400105&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0121-50512022000400105&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT: The global pandemic caused by COVID-19 forced many countries worldwide to establish severe restrictions on mobility and access to numerous services. Mexico was no exception, and especially food service underwent radical changes that forced businesses to move into or expand food service delivery. Not only organizations suffered this abrupt change, but customers also had to venture into this modality, which was unknown or barely explored for many. Faced with this scenario, organizations showed a lack of knowledge about the customer role that positively contributes to the joint achievement of the expected benefits during the value exchange. This research aims to verify if Customer Participation Behavior (CPB) and Customer Citizenship Behavior (CCB) are related to Customer Value Co-creation Behavior (CVCB) generation in the Mexican food service delivery ecosystem. Through a quantitative research, online surveys based on the CVCB scale by Yi and Gong (2013) were applied. Besides, a hierarchical component modeling was used as a statistical instrument. The results highlight that both CPB and CCB are positively and significantly related to CVCB, being responsible behavior and information sharing the variables most related to CPB. As for CCB, recommendation and helping other customers are the variables with the highest relationship. These findings encourage food establishment managers to reinforce specific actions in order to develop co-creation behavior among their customers, and therefore meet the challenges posed to this service modality.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN: La pandemia mundial causada por la COVID-19 obligó a muchos países a establecer fuertes restricciones a la movilidad y el acceso a numerosos servicios. México no fue la excepción, y especialmente el servicio de alimentos experimentó cambios radicales que obligaron a las empresas a adaptar o expandir sus servicios de entrega de alimentos. No solo las organizaciones sufrieron este cambio abrupto, sino que los clientes también se vieron en la necesidad de aventurarse en esta modalidad, desconocida o apenas explorada para muchos de ellos antes de la pandemia. Frente a este escenario, las organizaciones mostraron desconocimiento con respecto al rol del cliente que permite el logro conjunto de los beneficios esperados durante el proceso de intercambio de valor. Esta investigación tiene como objetivo validar si el comportamiento de participación del cliente (CPB, en inglés) y el comportamiento de ciudadanía del cliente (CCB, en inglés) están relacionados con la generación del comportamiento de cocreación de valor con el cliente (CVCB, en inglés) en el ecosistema de servicios de entrega de alimentos en México. A través de una investigación cuantitativa, se aplicaron encuestas en línea basadas en la escala CVCB propuesta por Yi y Gong (2013). Además, se empleó el modelado de componentes jerárquicos como instrumento estadístico. Los resultados destacan que tanto el CPB como el CCB están positiva y significativamente relacionados con el CVCB, siendo el comportamiento responsable y el intercambio de información las variables mayormente relacionadas con el CPB. En cuanto al CCB, la recomendación y el apoyo a otros clientes son las variables con mayor relación. Estos hallazgos invitan a los gerentes de establecimientos de alimentos a reforzar acciones específicas para desarrollar un comportamiento de cocreación entre sus clientes, con lo cual podrán enfrentar los desafíos que establece esta modalidad de servicio.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO: A pandemia global causada pela COVID-19 forçou muitos países em todo o mundo a estabelecer restrições severas à mobilidade e ao acesso a inúmeros serviços. O México não foi exceção, e especialmente o serviço de alimentos sofreu mudanças radicais que forçaram as empresas a fazerem parte ou expandirem a prestação de serviços de alimentação. Não só as organizações sofreram essa mudança abrupta, mas os clientes também tiveram que se aventurar nessa modalidade, que era desconhecida ou pouco explorada para muitos. Diante desse cenário, as organizações demonstraram desconhecimento sobre o papel do cliente que contribui positivamente para a conquista conjunta dos benefícios esperados durante a troca de valores. Esta pesquisa tem como objetivo verificar se o Comportamento de Participação do Cliente (na sigla em inglês, CPB) e o Comportamento de Cidadania do Cliente (CCB, também da sigla em inglês) estão relacionados à geração de Comportamento de Cocriação de Valor do Cliente (CVCB, em inglês) no ecossistema mexicano de serviços de entrega de alimentos. Por meio de uma pesquisa quantitativa, foram aplicadas enquetes on-line baseadas na escala CVCB de Yi e Gong (2013). Além disso, uma modelagem de componentes hierárquicos foi utilizada como instrumento estatístico. Os resultados destacam que tanto o CPB quanto o CCB são positivos e significativamente relacionados ao CVCB, sendo o "comportamento responsável" e o "compartilhamento de informações" as variáveis mais relacionadas ao CPB. Quanto ao CCB, a "recomendação" e a "ajuda de outros clientes" são as variáveis com maior vínculo. Essas descobertas incentivam os gerentes de estabelecimentos de alimentos a reforçar ações específicas para desenvolver o comportamento de cocriação entre seus clientes e, portanto, atender aos desafios colocados nessa modalidade de atendimento.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[résumé est disponible dans le document]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Customer value co-creation behavior]]></kwd>
<kwd lng="en"><![CDATA[food service delivery]]></kwd>
<kwd lng="en"><![CDATA[SD-logic]]></kwd>
<kwd lng="en"><![CDATA[service ecosystem]]></kwd>
<kwd lng="en"><![CDATA[SEM]]></kwd>
<kwd lng="es"><![CDATA[comportamiento de cocreación de valor con el cliente]]></kwd>
<kwd lng="es"><![CDATA[entrega de servicios de alimentos]]></kwd>
<kwd lng="es"><![CDATA[SD-logic]]></kwd>
<kwd lng="es"><![CDATA[ecosistema de servicios]]></kwd>
<kwd lng="es"><![CDATA[SEM]]></kwd>
<kwd lng="pt"><![CDATA[comportamento de cocriação de valor para o cliente]]></kwd>
<kwd lng="pt"><![CDATA[entrega de serviços de alimentos]]></kwd>
<kwd lng="pt"><![CDATA[lógica SD]]></kwd>
<kwd lng="pt"><![CDATA[ecossistema de serviços]]></kwd>
<kwd lng="pt"><![CDATA[SEM]]></kwd>
<kwd lng="fr"><![CDATA[Comportement de co-création de valeur pour le client]]></kwd>
<kwd lng="fr"><![CDATA[livraison de services alimentaires]]></kwd>
<kwd lng="fr"><![CDATA[logique S-D]]></kwd>
<kwd lng="fr"><![CDATA[écosystème de services]]></kwd>
<kwd lng="fr"><![CDATA[SEM]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Akaka]]></surname>
<given-names><![CDATA[M. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Koskela-Huotari]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[Vargo]]></surname>
<given-names><![CDATA[S. L]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Further advancing service science with service-dominant logic: Service ecosystems, institutions, and their implications for innovation]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Maglio]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
<name>
<surname><![CDATA[Kieliszewski]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
<name>
<surname><![CDATA[Spohrer]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
<name>
<surname><![CDATA[Lyons]]></surname>
<given-names><![CDATA[K]]></given-names>
</name>
<name>
<surname><![CDATA[Patrício]]></surname>
<given-names><![CDATA[L]]></given-names>
</name>
<name>
<surname><![CDATA[Sawatani]]></surname>
<given-names><![CDATA[Y]]></given-names>
</name>
</person-group>
<source><![CDATA[Service science: Research and innovations in the service economy]]></source>
<year>2019</year>
<volume>ii</volume>
<page-range>641-59</page-range><publisher-name><![CDATA[Springer. Handbook of Service Science]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="book">
<collab>Asociación Mexicana de Venta Online [AMVO]</collab>
<source><![CDATA[Estudio sobre Venta Online en México - 2020]]></source>
<year>2020</year>
<publisher-name><![CDATA[Asociación Mexicana de Venta Online]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bartikowski]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Walsh]]></surname>
<given-names><![CDATA[G]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Investigating mediators between corporate reputation and customer citizenship behaviors]]></article-title>
<source><![CDATA[Journal of Business Research]]></source>
<year>2011</year>
<volume>64</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>39-44</page-range></nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bettencourt]]></surname>
<given-names><![CDATA[L. A]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer voluntary performance: Customers as partners in service delivery]]></article-title>
<source><![CDATA[Journal of Retailing]]></source>
<year>1997</year>
<volume>73</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>383-406</page-range></nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bouchriha]]></surname>
<given-names><![CDATA[Z.]]></given-names>
</name>
<name>
<surname><![CDATA[Farid]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Ouiddad]]></surname>
<given-names><![CDATA[S]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer value co-creation behaviors through online interactions in luxury hotels: Effect on customer loyalty]]></article-title>
<source><![CDATA[International Conference on Human-Computer Interaction]]></source>
<year>2021</year>
<page-range>522-6</page-range><publisher-name><![CDATA[Springer]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="confpro">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bove]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Robertson]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
<name>
<surname><![CDATA[Pervan]]></surname>
<given-names><![CDATA[S]]></given-names>
</name>
</person-group>
<source><![CDATA[Customer citizenship behaviours: Towards the development of a typology]]></source>
<year>2003</year>
<conf-name><![CDATA[ ANZMAC 2003. A celebration of Ehrenberg and Bass: Marketing discoveries, knowledge and contribution, conference proceedings]]></conf-name>
<conf-loc> </conf-loc>
<page-range>331-8</page-range><publisher-name><![CDATA[University of South Australia]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bu]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
<name>
<surname><![CDATA[Parkinson]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Thaichon]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Influencer marketing: Ho-mophily, customer value co-creation behaviour and purchase intention]]></article-title>
<source><![CDATA[Journal of Retailing and Consumer Services]]></source>
<year>2022</year>
<numero>66</numero>
<issue>66</issue>
<page-range>102904</page-range></nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Chai]]></surname>
<given-names><![CDATA[L. T.]]></given-names>
</name>
<name>
<surname><![CDATA[Yat]]></surname>
<given-names><![CDATA[D. N. C]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Online food delivery services: Making food delivery the new normal]]></article-title>
<source><![CDATA[Journal of Marketing advances and Practices]]></source>
<year>2019</year>
<volume>1</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>62-77</page-range></nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Chi]]></surname>
<given-names><![CDATA[O. H.]]></given-names>
</name>
<name>
<surname><![CDATA[Denton]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Gursoy]]></surname>
<given-names><![CDATA[D]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Artificially intelligent device use in service delivery: A systematic review, synthesis, and research agenda]]></article-title>
<source><![CDATA[Journal of Hospitality Marketing &amp; Management]]></source>
<year>2020</year>
<volume>29</volume>
<numero>7</numero>
<issue>7</issue>
<page-range>757-86</page-range></nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cossío-Silva]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Vega-Vázquez]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Revilla-Camacho]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La percepción del cliente sobre la co-creación de valor. Adecuación de la escala de Yi y Gong al contexto español]]></article-title>
<source><![CDATA[Esic Market Economics and Business Journal]]></source>
<year>2016</year>
<volume>47</volume>
<numero>153</numero>
<issue>153</issue>
<page-range>25-40</page-range></nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Curth]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Uhrich]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Benkenstein]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[How commitment to fellow customers affects the customer-firm relationship and customer citizenship behavior]]></article-title>
<source><![CDATA[Journal of Services Marketing]]></source>
<year>2014</year>
<volume>28</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>147-58</page-range></nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[De la Cruz May]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[May]]></surname>
<given-names><![CDATA[E. G]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Innovation practices implemented by MSMES in the restaurant sector in the face of COVID-19 in Tabasco, Mexico]]></article-title>
<source><![CDATA[Nova Scientia]]></source>
<year>2021</year>
<numero>13</numero>
<issue>13</issue>
</nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Delpechitre]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Beeler-Connelly]]></surname>
<given-names><![CDATA[L. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Chaker]]></surname>
<given-names><![CDATA[N. N]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer value co-creation behavior: A dyadic exploration of the influence of salesperson emotional intelligence on customer participation and citizenship behavior]]></article-title>
<source><![CDATA[Journal of Business Research]]></source>
<year>2018</year>
<numero>92</numero>
<issue>92</issue>
<page-range>9-24</page-range></nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Dollinger]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Lodge]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Coates]]></surname>
<given-names><![CDATA[H]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Co-creation in higher education: Towards a conceptual model]]></article-title>
<source><![CDATA[Journal of Marketing for Higher Education]]></source>
<year>2018</year>
<volume>28</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>210-31</page-range></nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Edvardsson]]></surname>
<given-names><![CDATA[B]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Expanding understanding of service exchange and value co-creation: A social construction approach]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Tronvoll]]></surname>
<given-names><![CDATA[B]]></given-names>
</name>
<name>
<surname><![CDATA[Gruber]]></surname>
<given-names><![CDATA[T]]></given-names>
</name>
</person-group>
<source><![CDATA[Journal of the Academy of Marketing Science]]></source>
<year>2011</year>
<volume>39</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>327-39</page-range></nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Encinas]]></surname>
<given-names><![CDATA[F. C.]]></given-names>
</name>
<name>
<surname><![CDATA[Cavazos]]></surname>
<given-names><![CDATA[J]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Validación de la escala de comportamiento ciudadano de consumidores de servicios educativos]]></article-title>
<source><![CDATA[Contaduría y Administración,]]></source>
<year>2016</year>
<volume>61</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>649-65</page-range></nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Farrukh]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Ansari]]></surname>
<given-names><![CDATA[N. Y]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Effect of psychological capital on customer value cocreation behavior: The mediating role of employees' innovative behavior]]></article-title>
<source><![CDATA[Benchmarking: An International Journal]]></source>
<year>2021</year>
<volume>28</volume>
<numero>8</numero>
<issue>8</issue>
<page-range>2561-79</page-range></nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Fornell]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Larcker]]></surname>
<given-names><![CDATA[D]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Evaluating structural equation models with unobservable variables and measurement error]]></article-title>
<source><![CDATA[Journal of Marketing Research]]></source>
<year>1981</year>
<volume>18</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>39-50</page-range></nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Foroudi]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Yu]]></surname>
<given-names><![CDATA[Q.]]></given-names>
</name>
<name>
<surname><![CDATA[Gupta]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Foroudi]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Enhancing university brand image and reputation through customer value co-creation behaviour]]></article-title>
<source><![CDATA[Technological Forecasting and Social Change]]></source>
<year>2018</year>
<volume>40</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>366-74</page-range></nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Goddard]]></surname>
<given-names><![CDATA[E]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The impact of COVID-19 on food retail and food service in Canada: Preliminary assessment]]></article-title>
<source><![CDATA[Canadian Journal of Agricultural Economics]]></source>
<year>2020</year>
<volume>69</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>167-75</page-range></nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Grönroos]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Service logic revisited: Who creates value? and who co-creates?]]></article-title>
<source><![CDATA[European Business Review]]></source>
<year>2008</year>
<volume>20</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>298-314</page-range></nlm-citation>
</ref>
<ref id="B22">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Grönroos]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A service perspective on business relationships: The value creation, interaction and marketing interface]]></article-title>
<source><![CDATA[Industrial Marketing Management]]></source>
<year>2011</year>
<volume>40</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>240-7</page-range></nlm-citation>
</ref>
<ref id="B23">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Groth]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customers as good soldiers: Examining citizenship behaviors in internet service deliveries]]></article-title>
<source><![CDATA[Journal of Management]]></source>
<year>2005</year>
<volume>31</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>7-27</page-range></nlm-citation>
</ref>
<ref id="B24">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hair]]></surname>
<given-names><![CDATA[J. F.]]></given-names>
</name>
<name>
<surname><![CDATA[Black]]></surname>
<given-names><![CDATA[W. C.]]></given-names>
</name>
<name>
<surname><![CDATA[Babin]]></surname>
<given-names><![CDATA[B. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Anderson]]></surname>
<given-names><![CDATA[R. E]]></given-names>
</name>
</person-group>
<source><![CDATA[Multivariante data analysis]]></source>
<year>2010</year>
<edition>5</edition>
<publisher-name><![CDATA[Prentice Hall]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B25">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hair]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Sarstedt]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Ringle]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Gudergan]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Castillo]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Cepeda]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Roldan]]></surname>
<given-names><![CDATA[J. L]]></given-names>
</name>
</person-group>
<source><![CDATA[Manual avanzado de Partial Least Squares Structural Equation Modeling (PLS-SEM)]]></source>
<year>2021</year>
<publisher-name><![CDATA[SAGE Publications]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B26">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hau]]></surname>
<given-names><![CDATA[L. N.]]></given-names>
</name>
<name>
<surname><![CDATA[Tramanh]]></surname>
<given-names><![CDATA[P. N.]]></given-names>
</name>
<name>
<surname><![CDATA[Thuy]]></surname>
<given-names><![CDATA[P. N]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The effects of interaction behaviors of service frontliners on customer participation in the value co-creation: A study of health care service]]></article-title>
<source><![CDATA[Service Business]]></source>
<year>2017</year>
<volume>11</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>253-77</page-range></nlm-citation>
</ref>
<ref id="B27">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hernández]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Fernández]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Baptista]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<source><![CDATA[Metodología de la investigación]]></source>
<year>2010</year>
<edition>5</edition>
<publisher-name><![CDATA[McGraw-Hill]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B28">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hobbs]]></surname>
<given-names><![CDATA[J. E]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Food supply chains during the COVID-19 pandemic]]></article-title>
<source><![CDATA[Canadian Journal of Agricultural Economics]]></source>
<year>2020</year>
<volume>68</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>171-6</page-range></nlm-citation>
</ref>
<ref id="B29">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ida]]></surname>
<given-names><![CDATA[E]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The role of customers' involvement in value co-creation behaviour is value co-creation the source of competitive advantage?]]></article-title>
<source><![CDATA[Journal of Competitiveness]]></source>
<year>2017</year>
<volume>9</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>51-66</page-range></nlm-citation>
</ref>
<ref id="B30">
<nlm-citation citation-type="book">
<collab>Instituto Nacional de Estadística y Geografía de México [INEGI]</collab>
<source><![CDATA[La industria restaurantera en México: Censos Económicos 2019]]></source>
<year>2019</year>
<publisher-name><![CDATA[INEGI]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B31">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Johnson]]></surname>
<given-names><![CDATA[J. W.]]></given-names>
</name>
<name>
<surname><![CDATA[Rapp]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A more comprehensive understanding and measure of customer helping behavior]]></article-title>
<source><![CDATA[Journal of Business Research]]></source>
<year>2010</year>
<volume>63</volume>
<numero>8</numero>
<issue>8</issue>
<page-range>787-92</page-range></nlm-citation>
</ref>
<ref id="B32">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Jung]]></surname>
<given-names><![CDATA[J. H.]]></given-names>
</name>
<name>
<surname><![CDATA[Yoo]]></surname>
<given-names><![CDATA[J. J]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer-to-customer interactions on customer citizenship behavior]]></article-title>
<source><![CDATA[Service Business]]></source>
<year>2017</year>
<volume>11</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>117-39</page-range></nlm-citation>
</ref>
<ref id="B33">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kim]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Tang]]></surname>
<given-names><![CDATA[L. R]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The role of customer behavior in forming perceived value at restaurants: A multidimensional approach]]></article-title>
<source><![CDATA[International Journal of Hospitality Management]]></source>
<year>2020</year>
<numero>87</numero>
<issue>87</issue>
<page-range>102511</page-range></nlm-citation>
</ref>
<ref id="B34">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Pfoertsch]]></surname>
<given-names><![CDATA[W.]]></given-names>
</name>
<name>
<surname><![CDATA[Sponholz]]></surname>
<given-names><![CDATA[U]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Rethinking operative marketing: The H2H process]]></article-title>
<source><![CDATA[H2H Marketing]]></source>
<year>2021</year>
<page-range>157-216</page-range><publisher-name><![CDATA[Springer]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B35">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Li]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Hsu]]></surname>
<given-names><![CDATA[C. H. C]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer participation in services and employee innovative behavior: The mediating role of interpersonal trust]]></article-title>
<source><![CDATA[International Journal of Contemporary Hospitality Management]]></source>
<year>2018</year>
<volume>30</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>2112-31</page-range></nlm-citation>
</ref>
<ref id="B36">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Liu]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Jo]]></surname>
<given-names><![CDATA[W. M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Value co-creation behaviors and hotel loyalty program member satisfaction based on engagement and involvement: Moderating effect of company support]]></article-title>
<source><![CDATA[Journal of Hospitality and Tourism Management]]></source>
<year>2020</year>
<numero>43</numero>
<issue>43</issue>
<page-range>23-31</page-range></nlm-citation>
</ref>
<ref id="B37">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Luk]]></surname>
<given-names><![CDATA[S. T. K.]]></given-names>
</name>
<name>
<surname><![CDATA[Liu]]></surname>
<given-names><![CDATA[B. S. C.]]></given-names>
</name>
<name>
<surname><![CDATA[Li]]></surname>
<given-names><![CDATA[E. L. Y]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Effect of multilevel trust on effort-in-use and service co-design behavior]]></article-title>
<source><![CDATA[Journal of Services Marketing]]></source>
<year>2018</year>
<volume>32</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>505-19</page-range></nlm-citation>
</ref>
<ref id="B38">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lusch]]></surname>
<given-names><![CDATA[R. F.]]></given-names>
</name>
<name>
<surname><![CDATA[Vargo]]></surname>
<given-names><![CDATA[S. L]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Service-dominant logic: Reactions, reflections and refinements]]></article-title>
<source><![CDATA[Marketing Theory]]></source>
<year>2006</year>
<volume>6</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>281-8</page-range></nlm-citation>
</ref>
<ref id="B39">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lusch]]></surname>
<given-names><![CDATA[R. F.]]></given-names>
</name>
<name>
<surname><![CDATA[Vargo]]></surname>
<given-names><![CDATA[S. L]]></given-names>
</name>
</person-group>
<source><![CDATA[The service-dominant logic of marketing: Dialog, debate, and directions]]></source>
<year>2014</year>
<publisher-name><![CDATA[Routledge]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B40">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Luu]]></surname>
<given-names><![CDATA[T. T]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[CSR and customer value co-creation behavior: The moderation mechanisms of servant leadership and relationship marketing orientation]]></article-title>
<source><![CDATA[Journal of Business Ethics]]></source>
<year>2019</year>
<volume>155</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>379-98</page-range></nlm-citation>
</ref>
<ref id="B41">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Meynhardt]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Chandler]]></surname>
<given-names><![CDATA[J. D.]]></given-names>
</name>
<name>
<surname><![CDATA[Strathoff]]></surname>
<given-names><![CDATA[P]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Systemic principles of value co-creation: Synergetics of value and service ecosystems]]></article-title>
<source><![CDATA[Journal of Business Research]]></source>
<year>2016</year>
<volume>69</volume>
<numero>8</numero>
<issue>8</issue>
<page-range>2981-9</page-range></nlm-citation>
</ref>
<ref id="B42">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Moreno]]></surname>
<given-names><![CDATA[B. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Calderón]]></surname>
<given-names><![CDATA[H]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Comportamiento del consumidor en la co-creación de valor y su relación con la satisfacción en el entorno universitario: una aplicación a la Universidad de Ibagué, Colombia]]></article-title>
<source><![CDATA[Revista Facultad de Ciencias Económicas]]></source>
<year>2017</year>
<volume>25</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>203-17</page-range></nlm-citation>
</ref>
<ref id="B43">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ncube]]></surname>
<given-names><![CDATA[L. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Nesamvuni]]></surname>
<given-names><![CDATA[A. E]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[South African foodservice quality: Inpatient's perceptions]]></article-title>
<source><![CDATA[International Journal of Health Care Quality Assurance]]></source>
<year>2019</year>
<volume>32</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>447-58</page-range></nlm-citation>
</ref>
<ref id="B44">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Perks]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Gruber]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Edvardsson]]></surname>
<given-names><![CDATA[B]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Co-creation in radical service innovation: A systematic analysis of microlevel processes]]></article-title>
<source><![CDATA[Journal of Product Innovation Management]]></source>
<year>2012</year>
<volume>29</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>935-51</page-range></nlm-citation>
</ref>
<ref id="B45">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Revilla-Camacho]]></surname>
<given-names><![CDATA[M. Á.]]></given-names>
</name>
<name>
<surname><![CDATA[Vega-Vázquez]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Cossío-Silva]]></surname>
<given-names><![CDATA[F. J]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer participation and citizenship behavior effects on turnover intention]]></article-title>
<source><![CDATA[Journal of Business Research]]></source>
<year>2015</year>
<volume>68</volume>
<numero>7</numero>
<issue>7</issue>
<page-range>1607-11</page-range></nlm-citation>
</ref>
<ref id="B46">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Samsa]]></surname>
<given-names><![CDATA[Ç.]]></given-names>
</name>
<name>
<surname><![CDATA[Yüce]]></surname>
<given-names><![CDATA[A]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Understanding customers hospital experience and value co-creation behavior]]></article-title>
<source><![CDATA[The TQM Journal]]></source>
<year>2022</year>
</nlm-citation>
</ref>
<ref id="B47">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Shamim]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Ghazali]]></surname>
<given-names><![CDATA[Z.]]></given-names>
</name>
<name>
<surname><![CDATA[Albinsson]]></surname>
<given-names><![CDATA[P. A]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[An integrated model of corporate brand experience and customer value co-creation behaviour]]></article-title>
<source><![CDATA[International Journal of Retail and Distribution Management]]></source>
<year>2016</year>
<volume>44</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>139-58</page-range></nlm-citation>
</ref>
<ref id="B48">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Siaw]]></surname>
<given-names><![CDATA[C. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Okorie]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Value co-creation on technology-enabled platforms for business model responsiveness and position enhancement in global value chains]]></article-title>
<source><![CDATA[Strategic Change]]></source>
<year>2022</year>
<volume>31</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>9-18</page-range></nlm-citation>
</ref>
<ref id="B49">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Solakis]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[Peña-Vinces]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Lopez-Bonilla]]></surname>
<given-names><![CDATA[J. M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Value co-creation and perceived value: A customer perspective in the hospitality context]]></article-title>
<source><![CDATA[European Research on Management and Business Economics]]></source>
<year>2022</year>
<volume>28</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>1-10</page-range></nlm-citation>
</ref>
<ref id="B50">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Tenenhaus]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Vinzi]]></surname>
<given-names><![CDATA[V. E.]]></given-names>
</name>
<name>
<surname><![CDATA[Chatelin]]></surname>
<given-names><![CDATA[Y. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Lauro]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[PLS path modeling]]></article-title>
<source><![CDATA[Computational Statistics and Data Analysis]]></source>
<year>2005</year>
<volume>48</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>159-205</page-range></nlm-citation>
</ref>
<ref id="B51">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Tommasetti]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Troisi]]></surname>
<given-names><![CDATA[O.]]></given-names>
</name>
<name>
<surname><![CDATA[Vesci]]></surname>
<given-names><![CDATA[M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Measuring customer value co-creation behavior: Developing a conceptual model based on service-dominant logic]]></article-title>
<source><![CDATA[Journal of Service Theory and Practice]]></source>
<year>2017</year>
<volume>27</volume>
<numero>5</numero>
<issue>5</issue>
<page-range>930-50</page-range></nlm-citation>
</ref>
<ref id="B52">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Tran]]></surname>
<given-names><![CDATA[T. B. H.]]></given-names>
</name>
<name>
<surname><![CDATA[Vu]]></surname>
<given-names><![CDATA[A. D]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[From customer value co-creation behaviour to customer perceived value]]></article-title>
<source><![CDATA[Journal of Marketing Management]]></source>
<year>2021</year>
<volume>37</volume>
<numero>9-10</numero>
<issue>9-10</issue>
<page-range>993-1026</page-range></nlm-citation>
</ref>
<ref id="B53">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vargo]]></surname>
<given-names><![CDATA[S. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Akaka]]></surname>
<given-names><![CDATA[M. A]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Service-dominant logic as a foundation for service science: Clarifications]]></article-title>
<source><![CDATA[Service Science]]></source>
<year>2009</year>
<volume>1</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>32-41</page-range></nlm-citation>
</ref>
<ref id="B54">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vargo]]></surname>
<given-names><![CDATA[S. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Akaka]]></surname>
<given-names><![CDATA[M. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Vaughan]]></surname>
<given-names><![CDATA[C. M]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Conceptualizing value: A service-ecosystem view]]></article-title>
<source><![CDATA[Journal of Creating Value]]></source>
<year>2017</year>
<volume>3</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>117-24</page-range></nlm-citation>
</ref>
<ref id="B55">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vargo]]></surname>
<given-names><![CDATA[S. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Lusch]]></surname>
<given-names><![CDATA[R. F]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Evolving to a new dominant logic for marketing]]></article-title>
<source><![CDATA[Journal of Marketing]]></source>
<year>2004</year>
<volume>68</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>1-17</page-range></nlm-citation>
</ref>
<ref id="B56">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vargo]]></surname>
<given-names><![CDATA[S. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Lusch]]></surname>
<given-names><![CDATA[R. F]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Service-dominant logic: Continuing the evolution]]></article-title>
<source><![CDATA[Journal of the Academy of Marketing Science]]></source>
<year>2008</year>
<month>a</month>
<volume>36</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>1-10</page-range></nlm-citation>
</ref>
<ref id="B57">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vargo]]></surname>
<given-names><![CDATA[S. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Lusch]]></surname>
<given-names><![CDATA[R. F]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[From goods to service (s): Divergences and convergences of logics]]></article-title>
<source><![CDATA[Industrial Marketing Management]]></source>
<year>2008</year>
<month>b</month>
<volume>37</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>254-9</page-range></nlm-citation>
</ref>
<ref id="B58">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vargo]]></surname>
<given-names><![CDATA[S. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Lusch]]></surname>
<given-names><![CDATA[R. F]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Institutions and axioms: An extension and update of service-dominant logic]]></article-title>
<source><![CDATA[Journal of the Academy of Marketing Science]]></source>
<year>2016</year>
<volume>44</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>5-23</page-range></nlm-citation>
</ref>
<ref id="B59">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vargo]]></surname>
<given-names><![CDATA[S. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Lusch]]></surname>
<given-names><![CDATA[R. F]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Service-dominant logic 2025]]></article-title>
<source><![CDATA[International Journal of Research in Marketing]]></source>
<year>2017</year>
<volume>34</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>46-67</page-range></nlm-citation>
</ref>
<ref id="B60">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vargo]]></surname>
<given-names><![CDATA[S. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Lusch]]></surname>
<given-names><![CDATA[R. F.]]></given-names>
</name>
<name>
<surname><![CDATA[Akaka]]></surname>
<given-names><![CDATA[M. A.]]></given-names>
</name>
<name>
<surname><![CDATA[He]]></surname>
<given-names><![CDATA[Y]]></given-names>
</name>
</person-group>
<source><![CDATA[Service-dominant logic. The Routledge Handbook of Service Research Insights and Ideas]]></source>
<year>2020</year>
<volume>3</volume>
<publisher-name><![CDATA[Routledge]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B61">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vargo]]></surname>
<given-names><![CDATA[S. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Wieland]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Akaka]]></surname>
<given-names><![CDATA[M. A]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Institutions in innovation: A service ecosystems perspective]]></article-title>
<source><![CDATA[Industrial Marketing Management]]></source>
<year>2015</year>
<volume>44</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>63-72</page-range></nlm-citation>
</ref>
<ref id="B62">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vega-Vazquez]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Revilla-Camacho]]></surname>
<given-names><![CDATA[M. Á.]]></given-names>
</name>
<name>
<surname><![CDATA[Cossío-Silva]]></surname>
<given-names><![CDATA[F. J]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The value co-creation process as a determinant of customer satisfaction]]></article-title>
<source><![CDATA[Management Decision]]></source>
<year>2013</year>
<volume>51</volume>
<numero>10</numero>
<issue>10</issue>
<page-range>1945-53</page-range></nlm-citation>
</ref>
<ref id="B63">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Wetzels]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Odekerken-Schröder]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Van Oppen]]></surname>
<given-names><![CDATA[C]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Using pls path modeling for assessing hierarchical construct models: Guidelines and empirical illustration]]></article-title>
<source><![CDATA[mis Quarterly]]></source>
<year>2009</year>
<volume>33</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>177-95</page-range></nlm-citation>
</ref>
<ref id="B64">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Yi]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
<name>
<surname><![CDATA[Nataraajanb]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Gong]]></surname>
<given-names><![CDATA[T]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention]]></article-title>
<source><![CDATA[Journal of Business Research]]></source>
<year>2011</year>
<volume>64</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>87-95</page-range></nlm-citation>
</ref>
<ref id="B65">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Yi]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
<name>
<surname><![CDATA[Gong]]></surname>
<given-names><![CDATA[T]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The effects of customer justice perception and affect on customer citizenship behavior and customer dysfunctional behavior]]></article-title>
<source><![CDATA[Industrial Marketing Management]]></source>
<year>2008</year>
<volume>37</volume>
<numero>7</numero>
<issue>7</issue>
<page-range>767-83</page-range></nlm-citation>
</ref>
<ref id="B66">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Yi]]></surname>
<given-names><![CDATA[Y.]]></given-names>
</name>
<name>
<surname><![CDATA[Gong]]></surname>
<given-names><![CDATA[T]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Customer value co-creation behavior: scale development and validation]]></article-title>
<source><![CDATA[Journal of Business Research]]></source>
<year>2013</year>
<volume>66</volume>
<numero>9</numero>
<issue>9</issue>
<page-range>1279-84</page-range></nlm-citation>
</ref>
</ref-list>
</back>
</article>
