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...