Purpose – The purpose of this paper is to put forth an expanded servicescape framework that shows that a perceived servicescape comprises physical, social, socially symbolic, and natural environmental dimensions. Design/methodology/approach – This conceptual paper offers an in‐depth...

Purpose – Few empirical studies have been conducted to explore the mechanisms and drivers of service exchange and value co‐creation. In particular, no study has compared a service system design informed by service‐dominant logic (SDL) with a service system design informed by...

In recent years, impression management and the application of the metaphor of behaviour as drama have found their way into the marketing literature. While such creative perspectives concerning the marketing enterprise are generally welcome, little effort has been devoted to providing a specific...