Postulates that the consumer is king in the marketplace. Opines that this doctrine is closely related to laissez‐faire with regard to products failing or succeeding, though market inequalities make it difficult to succeed in this. Advocates that the factors which handicap consumers in relation...

Seeks to highlight the potential role of consumer values as a guiding force to technology. Posits, in order to assess these values, that considering the field of futures research in consumer behaviour is warranted. Discusses several models of futures research advancing the Delphi technique as a...

Purpose – The purpose of this paper is to illustrate the practical application of dynamic capabilities theory to improve investment decisions in customer relationship management (CRM). Design/methodology/approach – Action research (AR) allows managers to raise the tacit knowledge of their...

An important consideration when designing new product services for a marketing channel is the extent to which the service should be differentiated to meet the requirements of alternative customer groups. This article is a report on whether a new wool testing service, which has potential...

Consumer satisfaction continues to be an important area of both academic research and managerial interest. Yet most satisfaction research has utilized US subjects to develop and test satisfaction theory. The purpose of this research is to test the basic disconfirmation of expectations model in a...

Purpose – This paper aims to explore relationship marketing and the existence of relationships in mass consumer markets from the consumers' perspective, with the focus on the fast moving consumer goods (FMCG) sector. Design/methodology/approach – Ten focus groups were conducted with...

Purpose – Marketers spend considerable resources to motivate people to consume their products and services as a means of goal attainment. Why people change their consumption behaviour is based largely on these goals; many products and services are used by consumers in an effort to attain...

Since 1960, perceived risk has been of interest to marketing academics. Their interest in the consumer decision‐making process considerably predates this, but interest in how risk varies during the process has ot been so prevalent and many studies have assumed that perceived risk remains...

The halo effect is a systematic bias in attribute ratings resulting from raters′ tendency to rely on global affect rather than carefully discriminating among conceptually distinct and potentially independent brand attributes. Traditionally, researchers have regarded the halo effect as a source...

Buyer‐seller interaction in industrial markets is a widely applied work logic, which has been thoroughly researched both empirically and theoretically. Addresses, in contrast,the interactive way of working in consumer markets, which is referred to increasingly under the heading of “customer...