Purpose: The purpose of this paper is to investigate the effect of outsourcing and offshoring on brand loyalty in a service recovery context. In addition, the effect that consumer ethnocentrism has on these relationships is examined. Design/methodology/approach: An experiment was designed using...

Purpose: Despite major market-orientated reforms to enhance the competitive advantage of Russian domestic firms, the antecedents and consequences of frontline employee (FLE) customer orientation (CO) remain poorly understood. Acknowledging this paucity of research, the authors draw upon a...

Purpose: This paper aims to develop impact value (IV), both theoretically and practically, to better account for the processes of value creation within complex service ecosystems. Design/methodology/approach: This conceptual paper connects the complex systems nature of service ecosystems and...

Purpose: The purpose of this paper is to introduce ecotones to the service literature as a conceptual extension of the service ecosystem (SE) framework. Design/methodology/approach: To synthesise the contribution, an illustrative empirical case study with research of nine organisations and...

Purpose – The purpose of this paper is to examine Asian consumers' attitudes towards television advertisements (ads) to provide an insight into the antecedents and consequences of liked and disliked ads and the cultural differences that influence these relationships....

Purpose – This paper aims to empirically test a conceptual model, analysing the effects that features of mobile phone location-based advertising (MLBA) services (customisation, permission and intrusiveness) have on attitudes and purchase intentions, using the theory of interactive advertising....

Purpose: Given the high uncertainty in the quality perception of experiential products, manufacturers use signals to influence consumers’ decisions. In the movie industry, literature shows that performance of the main channel (e.g. cinema) strongly influences the performance of auxiliary...