The customization of a service often depends on the “performance” delivered by front-stage service employees. Drawing on the theory of dramaturgy and service marketing, we present a typology identifying four distinct and viable configurations for achieving different types of service...

Objective – Retailers today have acknowledged that incorporating great customer emotion product relationship can lead to total customer retention. In this paper an overview of the existing literature on customer emotion is provided before it is examined for the creation of customer emotion...