Purpose: Dyadic services research has increasingly focused on helping providers facilitate transformative service conversations with consumers. Extant research has thoroughly documented the conversational skills that providers can use to facilitate consumer microtransformations (i.e. small...

Purpose: This paper aims to illuminate the characteristics of Analytic and Continental scholarship to generate a deeper appreciation for both writing styles in the consumer culture theory (CCT) community. Design/methodology/approach: Two CCT researchers discuss the merits of Analytic and...

Purpose: The marketing literature on service conversation in dyadic services has elaborated two approaches. An advisory approach involves providers giving customers expert advice on how to advance difficult projects. By contrast, a relational approach involves providers exchanging social...