Purpose – The purpose of this paper is to extend the scope of relationship marketing research in a service and developing market context. This is achieved through the development and testing of a theoretical model including antecedents (quality, opportunistic behavior and switching cost),...

Purpose – For centuries the phenomenon of fashion behaviour has been a subject of discussion for social analysts, cultural historians, moral critics, academic theorists and business entrepreneurs. These different fields suggest the relevance of the topic for marketing management, for example....

Purpose – The paper seeks to investigate, in a context of service failure and recovery, how consumer satisfaction is affected by problem severity and company responsiveness, how satisfaction influences repatronage intentions, word‐of‐mouth, and complaint intentions, and how consumer...