Purpose – The purpose of this paper is to develop a conceptual framework for a value creation business (VCB) model. It seeks to unlock two essential research questions: “what constitutes value”, and “how do firms create value for customers?” in the context of the firm‐customer dyad....

Purpose – The paper aims to explain why the customer value construct is important to resource‐based view (RBV) scholars and how one might define it to study it. Design/methodology/approach – By a summary of the ideas behind the RBV and previously applied definitions of customer value, the...

Purpose – This paper aims to reframe and enhance the relationship marketing literature through advocating an emphasis on process and a renewed commitment to social and informational exchanges. Design/methodology/approach – The paper is conceptual. It takes as its starting‐point the...

This monograph argues that boardroom marketing must be integrated with purchasing and distribution activities in a synthesised role focused on customer policy. The author sees this as the next step forward and argues that such a new alignment in company thinking would enable it to take account...

Purpose – This article seeks to develop a managerial model that will aid in the effective management of customer relations. This study explains in detail the concepts of satisfaction and delight; their antecedents and potential outcomes. Design/methodology/approach – An extensive review of...

Purpose – The purpose of this paper is to analyze integrally the effect of factors, such as management behavior, organizational climate, and self‐efficacy, on shaping the customer‐oriented behavior of employees, and verify the assumptions based on the linear multivariate statistical...

Purpose – The paper seeks to introduce to a new perspective on the roles of customers and companies in creating value by outlining a customer‐based approach to service. The customer's logic is examined in‐depth as being the foundation of a customer‐dominant (CD) marketing and business...

Purpose – As service organizations continue to expand internationally, the need to be able to understand consumers in faraway places is increasing. Marketing research is a key mechanism through which service companies understand their current as well as potential customers. As service...

Purpose – The purpose of this conceptual paper is to show how a company can improve the interface by treating employees as customers and customers as employees. Design/methodology/approach – This article presents a conceptual model (reinforced with a review of extant literature and numerous...

Purpose – This paper aims to critically assess the conceptual validity of customer experience as a construct and propose a model which integrates inter‐personal relationships, service quality and brands. Design/methodology/approach – A critical review of literature is structured around the...