Purpose – This paper aims to determine the importance of the human touch in customer service interactions. Design/methodology/approach – The paper is based on two original studies using tech‐savvy respondents, utilizing a survey and scenario‐based research. Findings – The paper finds...

type="main" xml:id="joca12044-abs-0001" The lack of adherence to medical advice is a widely recognized health care concern with important implications for consumer well-being. This study advances a model for better understanding adherence behaviors by incorporating the positive emotion of hope...