Purpose: The purpose of this paper is to introduce the concept of customer’s value to the retailer (CVR) from a marketing perspective. CVR is a broad concept that has two components: loyalty intentions to the retailer and intentions to try new products or brands that the retailer offers. This...

Purpose: The evolution of private labels (PL) is a recent trend in the retail industry: many retailers now manage a PL portfolio that includes multiple value propositions, as well as various brand name strategies. Little research has been done, however, on how this combination of PL strategies...

Purpose: Although value co-creation has been widely analyzed in digital contexts and various types of services (tourism, healthcare, etc.), it has received less study in the area of retail distribution. This study proposes that trust in the retailer and perceived support can encourage...

Purpose: Drawing on the self-determination theory, the assemblage theory and customer experience literature, this paper aims to develop a framework to understand motivational customer experiences with chatbots. Design/methodology/approach: This paper uses a multimethod approach to examine the...