Purpose of the article: The purpose of this article is to identify the role the customer experience plays in the transformation of the customer and to develop a theory that brings together related concepts in order to position the phenomenon of customer experience in the macromarketing context....

This paper investigates the role of relative comparisons in health status for individual health satisfaction. Previous research stresses the importance of interdependencies in subjective well-being and health arising from positional preferences and status e ects, social health norms, and...

We introduce a novel stochastic control model for the problem of a service firm interacting over time with one of its customers. The firm has two service modes available, which differ in their expected reward rates as well as their volatilities (risk). The firm's objective is to maximize the...