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Digitalization fuels firm innovativeness, meeting tourist expectations through online co-creation. This study investigates the impact of online co-creation on tourist satisfaction and electronic word-of-mouth (eWOM) within the travel agency sector. Additionally, the study examined the mediating roles of tourist participation in online co-creation between firm innovativeness and satisfaction. The mediatingContinue Reading

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This study aimed at examining the relationship among program benefits (utilitarian/monetary, hedonic, and symbolic), program satisfaction, and loyalty (program loyalty and store loyalty) in the retail context in Malaysia. A total of 300 questionnaires were collected via convenience sampling from program members of hypermarkets and superstores in Malaysia. A structuralContinue Reading