Purpose – The primary purpose of the present paper is to critically evaluate the extant literature on relational exchange, a fundamental driver of buyer‐seller relationship management in the twenty‐first century. Toward that goal, a meta‐analytic approach is employed to determine...

Purpose – The purpose of this study is to explore the determinants of consumer's propensity to choose non‐conventional treatment protocols using control theory as the theoretical framework. Design/methodology/approach – Data were collected from a consumer panel using a self‐administered...