HIGHLIGHTS
- What: Third, the research sheds light on the influence of consumers` sensitivity to privacy moderation between the study`s constructs. The survey examines consumers` engagement in service digitalization, hypothesizing and validating the intervening role of consumers` self-efficacy in impacting perceived customer value. Unlike Dhagarra and colleagues` study, this study examined how and to what degree consumers` privacy concerns interact with the entire service digitalization; in cocreation, this is something that this study has ascertained. This study attempts to unpack the interplay of customers` behavioral involvement that determines its extent for improved service outcomes.
- Who . . .
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