Personal communication is considered to be of major importance for good interactions between customers and employees. Despite this generally accepted view on the importance of personal communication, there is a lack of evidence concerning the measurement of perceived quality of personal...

Purpose Despite decades of scientific and practical experience in the field of integrated marketing communication (IMC), little is known about the role of IMC in the era of new media. The purpose of the present paper is to undertake a first step to close this gap by proposing thought-provoking...

Purpose – The purpose of this paper is to extend sponsorship literature by investigating the role of the fit construct and perceived sponsorship portfolio size for event sponsorship success. To analyze the sponsor–event fit in more detail, the authors draw on the network perspective and, as...

Purpose Consumer demand for authentic brands is steadily rising. With increased pressure to accommodate this demand, researchers and marketers seek to understand how to influence a brand’s perceived authenticity. The purpose of this paper is to build a link between previous research on...

This paper deals with services provided within an organization, outlining a model to measure internal customer satisfaction and perceptions of internal quality. Adapting the concept of the service profit chain which is used still frequently to illustrate the relationship between external...

<span lang="DE">Forschungsgegenstand des Projekts sind so genannte Kundenerfahrungen. Ziel des Projekts war es aus einer Perspektive des Marketing Verständnis darüber zu erlangen, wie Erfahrungen von Kunden beim Konsum von Produkten oder Dienstleistungen sowie aus der Interaktion mit einem konkreten Anbieter...</span>

Despite intensive discussions about customer equity, little research addresses how to manage customer equity from a firm's perspective. Recent literature proposes various concepts of customer equity management but does not feature an empirical study that identifies and quantifies activities that...