Purpose – The purpose of this study is to assist practitioners in improving the benefits they receive from trade shows. This study seeks to investigate the behaviour of resource commitment of exhibiting firms and its relationships with market orientation and exhibition performance....

Purpose This paper aims to examine how external marketing messages, which are generally used to convey company and product information to external target audiences, influence job attitudes and behaviors of salespeople. Design/methodology/approach The study is conducted based on survey data on...

The literature is rich with examples that stress the importance of marketers having long‐term customer relationships. Yet, the reality is that while relational attachments can foster benefits, there are many occasions when marketers seek, or are forced, to disband or change the nature of...

Purpose – The purpose of this article is to explore the possible negative asymmetric effects in the impact of service quality on the satisfaction and retention of different customer segments in a professional business services context. Negative asymmetry means that a lower than average service...

Purpose – Increasingly companies ask customers to participate in creating and producing services. This research aims to explore the effect that communicating role expectations to customers may have on their processing and evaluation of the encounter. Design/methodology/approach – A dyadic...

Purpose – This study aims to explore how managers of multi-unit retail chains balance unit customer satisfaction and profitability through the manager ' s customer, sales, and production operating orientations. Design/methodology/approach – This research links survey data (gathered from unit...