Interactive Services: A Framework, Synthesis and Research Directions
Interactive Services: A Framework, Synthesis and Research Directions
Ruth N. Bolton,Shruti Saxena-Iyer
2009 · DOI: 10.1016/J.INTMAR.2008.11.002
422 Citations
TLDR
The nature of customer participation is critically important for the effective creation and delivery of interactive services and key research areas and their relevance to managerial practice are identified.