Purpose: This paper aims to advance knowledge on the influencers of positive electronic and face-to-face word-of-mouth (WOM) behaviour by examining an interrelationship model of relationship quality (RQ) components and antecedents in the telecommunication service setting....

This paper tests a conceptual model by drawing on the relationship marketing theory and the brand attitude literature. Two specific research aims were explored. First, the authors tests the mediating role of brand credibility in the relationships between its antecedents and attitudinal loyalty....

Purpose: Although customer experience has been widely researched, its effects on behavior toward a government policy are still unclear. Drawing on two theories with some similar and opposing perspectives, the purpose of this paper is to investigate the effect of three components of customer...

Purpose: While e-commerce has been widely cited as the new marketing frontier, thus necessitating the need to deliver seamless shopping experiences across various online channels to achieve success, very few firms have the well withal to clearly tie customer experience investments to marketing...

Purpose: Although scholars highlighted the need to close the interactive marketing gap and enhanced understanding of willingness to pay more in settings where customer participation in the service delivery process is paramount, research addressing this issue is scare. This study investigates...

Purpose: Although previous research emphasized the importance of inspiration in influencing consumer behavior, there is no categorical response to how social-media inspirational content inspires consumers across cultures. This paper aims to take on this agenda through a vignette experimental...

Purpose: Marketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media engagement, motivation- and attitude-based theories, this study rationalizes and investigates the mechanism...

Purpose: Customer sweethearting is a common illicit behavior of frontline employees in service firms. This paper aims to examine the impact of supportive–disloyal leadership behavior on customer sweethearting at different levels of leader–member exchange (LMX) quality....