Purpose – Customers' role in value creation has changed dramatically over the past few years. Today, many firms view customers as co‐creators of value. Until recently, however, attention to customer integration was mainly directed toward customers' role in a firm's given supply processes....

Purpose The purpose of this paper is to advance extant theorizing around resource integration by conceptualizing and delineating the notion of a usage center. A usage center consists of a combination of interdependent actors that draw on resources across their individual usage processes to...

Purpose – While researchers in other disciplines seek to determine the impact that humour has in personal interactions, studies of humour in service delivery are lacking. The purpose of this paper is to examine whether it is beneficial to deliberately use humour in service encounters....

One peculiarity of relationship marketing is that the pioneers drew to some extent on theory; the motivation behind relationship marketing being rooted in empirical observations and managerial problems, which highlighted the value added of relationship-based managing. The perception of these...