Purpose: This paper aims to develop and apply a service design method that allows for stronger recognition and integration of human activities into the front-end stages of the service design process. Design/methodology/approach: Following a discussion of different service design perspectives...

The article tests the assumption in the relationship marketing literature that this approach to customers enables a win-win situation, where both the supplier and the customer benefit financially. This is done by introducing a relationship productivity concept based on a joint productivity...

In order to bring insight into the emerging concept of relationship communication, concepts from two research traditions will be combined in this paper. Based on those concepts a new model, the dynamic relationship communication model, will be presented. Instead of a company perspective focusing...

Purpose – In today's competitive markets where market offerings are far more complicated and customer interfaces are far broader than conventional marketing models assume, marketing has become increasingly tactical and lost control of the customer management process. The purpose of this paper...

Purpose – Relationship is based on the idea of creating a win‐win situation for parties involved in a business engagement. The purpose of the article is to develop a model of mutual value creation and reciprocal return on relationships (ROR R ) assessment, which enables calculation of joint...

Services are processes, and hence service firms do not offer products that are comparable to preproduced bundles of physical resources and features that are provided by manufacturing companies. Instead the outcome of the process is an integral part of the service process which is consumed by...