Dr Millissa Cheung's Outputs (2)

The effects of customer involvement on perceived service performance and word-of-mouth: The mediating role of service co-creation (2020)
Journal Article
Cheung, M., & To, W. M. (2021). The effects of customer involvement on perceived service performance and word-of-mouth: The mediating role of service co-creation. Asia Pacific Journal of Marketing and Logistics, 33(4), 1014-1032. https://doi.org/10.1108/APJML-04-2020-0221

Purpose
This study aims to use the framework of customer dominant logic to explore the mediating role of service co-creation on the relationships between customer involvement and perceived service performance and between customer involvement and wor... Read More about The effects of customer involvement on perceived service performance and word-of-mouth: The mediating role of service co-creation.

The Effect of Consumer Perceptions of the Ethics of Retailers on Purchase Behavior and Word-of-Mouth: The Moderating Role of Ethical Beliefs (2020)
Journal Article
Cheung, M. F. Y., & To, W. M. (2021). The Effect of Consumer Perceptions of the Ethics of Retailers on Purchase Behavior and Word-of-Mouth: The Moderating Role of Ethical Beliefs. Journal of Business Ethics, 171(4), 771-788. https://doi.org/10.1007/s10551-020-04431-6

This paper explores how consumers perceive retailer ethics. Based on a review of the marketing and consumer research literature, we conceptualize consumer perceptions of the ethics of retailers (CPER) as a multidimensional construct and propose that... Read More about The Effect of Consumer Perceptions of the Ethics of Retailers on Purchase Behavior and Word-of-Mouth: The Moderating Role of Ethical Beliefs.