Purpose – This study examines internet banking adoption and resistance behaviour in Greece in order to develop profiles of adopters and non‐adopters of the service. The aim is to illustrate customers' resistance behaviour towards internet banking. The existing research does not explain...

Purpose – This paper aims to provide a better understanding of non-adoption of technological interfaces. The majority of diffusion research on technological innovations does not distinguish clearly between non-adoption and resistance behavior and assumes a symmetrical or linear relationship...

Purpose: Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration between marketing agencies and their clients. Design/methodology/approach: In total,...

This article reviews some issues associated with the way in which academic research into marketing is evaluated by UK education authorities using their research excellence framework (REF), in particular the impact component of the assessment. It discusses the extent to which research by...

Research on how customers engage in the co-creation processes envisaged by the Servicedominant logic paradigm is currently limited and even less work has been published on frameworks for organizations to manage the co-creation process. This conceptual paper examines a particular aspect of...