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Although trust is generally taken as a fundamental factor in influencing relational behavior in contractor–subcontractor collaboration, the determination of an optimal level of trust is still lacking. Trust with an optimal tipping point that matches dependence best is considered the optimal trust to improve relational behavior between general contractors and subcontractors. To fill the knowledge gap, this study explores how combinations of trust and dependence trigger relational behavior between general contractors and subcontractors through a configurational approach.

Questionnaires were administered to 228 middle management and technical staff members of the general contractor. The data were analyzed using fuzzy-set qualitative comparative analysis (fsQCA), and the inductive analytic method allowed researchers to explore configurations of different dimensions and levels of dependence and trust.

Necessity analysis results indicated that neither dependence nor trust was a necessary condition for facilitating relational behavior. Through sufficiency analysis, four configurations of optimal trust matched with dependence were identified in contractor–subcontractor collaboration. Even if contractors rely only on subcontractors for resources, the optimal trust between contractors and subcontractors should include both institution- and cognition-based trust. In the event that contractor–subcontractor collaboration involves relational dependence, both affect- and cognition-based trust are necessary for the optimal trust.

This study enhances existing research by delving deeper into a nuanced understanding of optimal trust in dependence scenarios, and enriches project governance theory by uncovering the internal transmission of relational governance. Practically, this study offers general contractors guidance on how to establish optimal trust strategies based on the dual dependence level with subcontractors, which can facilitate subcontractors' relational behavior, and ultimately improve contractor–subcontractor collaboration performance.

Co-creating value with customers is important for companies in order to gain a competitive advantage. Based on resource theory and social interaction theory, the purpose of this paper is to explore the customer participation mechanism in co-creating value and test the effects of different types of customer resources and multi-level customer–firm interaction on customer value.

Data were collected from tourism industry. Hypotheses were tested using structural equation modeling.

The results indicate that both the customer’s human resource and relationship resource have a significantly positive effect on customers’ utilitarian value and hedonic value through reactive and proactive interactions. Reactive interaction has a full mediating effect on the relationship between relationship resource and proactive interaction, whereas proactive interaction has a full mediating effect on the relationship between reactive interaction and hedonic value.

This study explores the mediating effects of customer–firm interaction between customer resources and customer value. This paper contributes to the understanding of customers’ motivations for, and the processes of, participating in value co-creation.