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In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior

Food Science and Technology

In search of a reciprocal relationship in dessert cafés: linking customer perceived innovativeness to value co-creation behavior

E. S. W. Ling, B. Chua, et al.

Discover how menu innovativeness and experiential innovativeness shape customer value co-creation in Malaysian dessert cafés! This fascinating research reveals the emotional connections that enhance customer engagement, conducted by Esther Sii Wei Ling, Bee-Lia Chua, and Heesup Han.

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