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| Author: | Madjar, N. Ortiz-Walters, R. |
| Title: | Customers as contributors and reliable evaluators of creativity in the service industry |
| Journal: | Journal of Organizational Behavior
2008 : OCT, VOL. 29:7, p. 949-966 |
| Index terms: | creativity customers hairdressing industry service industries |
| Language: | eng |
| Abstract: | The nature of creativity in a service setting and the impact of customers as part of the social context for employee creativity was studied using hair stylists as an example. It was also assessed whether customers could serve as reliable evaluators of creativity. Data was collected from multiple sources. The findings indicated that customer input and customer affective-based trust made significant, positive and independent contributions to service-related creativity. |
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