Purpose: Governments around the world have used social distancing methods to slow the spread of COVID-19. Some people, however, have ignored repeated warnings about the need to maintain social distance. The purpose of this study was to segment individuals based on their perceptions of social...

Incivility among employees in frontline encounters is prevalent, but little is known about its impact on customers’ ethics-related perceptions and behaviors. Drawing upon the stimulus-organism-response paradigm, this study examines how witnessing incivility among employees can serve as a...

Purpose: Drawing on the fairness theory, this paper aims to propose a conceptual framework that investigates how co-creation in the failed service delivery (coproduction intensity) and co-creation in the service recovery affect customers’ evaluation of the firm’s competence, justice and...

Purpose: Marketing researchers currently lack a systematic and empirical understanding of digital social viewing strategies. Drawing on social impact theory, this study aims to investigate if and how firm-initiated digital social viewing strategies (livestreaming vs pre-recorded) influence...

Purpose: Crowding in service environments is a constant concern for many firms due to the negative consequences it has on consumers and companies alike. Yet, scant empirical research exists on firm-generated initiatives aimed at improving customer service experiences in crowded situations. The...

Purpose: This paper aims to investigate if perceived cultural distance (PCD) negatively affects service quality and customer satisfaction through customers’ social judgements of the service providers’ warmth and competence in intercultural service encounters (ICSE), and if this negative...

Purpose: Joint ventures (JVs) are known to create value for their parent firms, in part due to the mutually beneficial sharing of information that occurs at the JV level. Market orientation (MO) is a well-documented strategic orientation that has received little attention in the JV literature,...