Purpose This research aims to better understand customer experience, as it relates to customer commitment and provides a framework for future research into the intersection of these emerging streams of research. Design/methodology/approach This research contributes to theoretical and practical...

Purpose The purpose of this paper is to identify the key drivers of share of wallet for credit cards issued by either a credit union (CU) or bank using a Wallet Allocation Rule (WAR) framework. Design/methodology/approach A survey approach engaging 1,649 current CU members at nine CUs regarding...

Purpose: Responding to an increasing call for a more comprehensive conceptualization of customer delight, the purpose of this paper is to expand the theory of customer delight and to examine the implications of such an expanded view for service theory and practice. Design/methodology/approach:...

Purpose The purpose of this paper is to combine the evolving fields of customer delight and positive psychology to investigate a broader conceptualization of customer delight. Furthermore, to investigate antecedent variables that impact this broader conceptualization. Design/methodology/approach...