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...