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Emerging marketing perspectives show that customer participation creates new opportunities for value creation. A perspective in the marketing section should be highlighted, a new opportunity must be emphasized, and customer participation should be used as a means to define the relationship benefits through their participation. The goal of customer participation is to create a high-value service process by creating cooperation with customers. This study describes and develops hypothesis verification. In the context of professional financial services in Taiwan, this study explores the effect of customer participation on value creation and satisfaction from customer and employee perspectives. It also analyzes the effects of different customer capabilities and employees’ emotional intelligence. The source of data collection is a total of 383 customer questionnaires from domestic financial institutions of two types of bank (public and private) to verify (1) how customer participation affects customer satisfaction and employee job satisfaction through relationship value creation, (2) how customer ability affects the relationship between value creation and satisfaction, and (3) how employees’ emotional intelligence affects the relationship between relationship value creation and job satisfaction. This study uses the structural equation model to verify the research hypothesis and obtains the following results through empirical research: 1. Customer participation affects customer satisfaction through relationship value creation. 2. Customer participation does not completely create positive employee relationship value, which may increase work pressure. 3. Interference results show that customer ability can promote customer satisfaction, whereas employee emotional intelligence does not necessarily affect the relationship between employee relationship value creation and job satisfaction. These results contribute to the banking industry. Customer participation can promote value creation by arranging customers and financial specialists to have an appropriate interactive relationship and professional services

PurposeThis research analyzes the existing information gap in the backgrounds/experiences of buying counterfeit fashion brands in emerging countries like Pakistan.Design/methodology/approachThe quantitative research method was used to conduct this research. A self-administered close-ended questionnaire was used as a tool for survey and data collection. The data was collected from customers shopping at Saddar Bazaar Peshawar and Arbab Road Peshawar which are the busiest roads having shops selling both original and counterfeit fashion products.FindingsThe results indicated that counterfeit buying behavior and the image of original brands have a significant relationship. Furthermore, other variables like Customer’s attitude, Social status, and Price have significant inter-relationships with counterfeit buying behavior and original brand image.Practical ImplicationsIt can be proposed that despite the significance of brands on buyer's behavior, there is still an existing gap covering the effect of consumer counterfeit buying behavior on the brand image of the original brand. The finding of this research can also be used as evidence in other emerging economies like Pakistan. This study will also be used by, marketers of branded companies to understand the consumer’s mind, buying behavior and attitude while buying a counterfeit product.Originality/ValueThis research study is innovative in this field and it is directed in investigating how personal and brand-related elements, influence the intention to purchase counterfeits and original brands in the developing market of Pakistan.Keywords: Counterfeit; Quantitative Research Method; Counterfeit Buying Behavior; Customer’s Attitude; Social Status.

Considering the strategic importance for supermarket chains and to understanding the critical elements affecting their competitiveness and their relative level of competitiveness, this study tries to assess competitiveness of foreign and local supermarket chains in Vietnam using the fuzzy TOPSIS method. The results show that, even smaller size Vietnamese supermarket chains, when compared to foreign chains, are still slightly higher in competitiveness.