Purpose – This study aims to examine how market orientation (MO), marketing resources and marketing resource deployment are related and impact business-to-business (B2B) firm- and customer-level performance. Design/methodology/approach – A self-administrated questionnaire was used to collect...

Purpose In today’s global marketplace, the mantra of many service firms is enhanced efficiency and productivity. To increase their bottom line, firms must also expand revenue. They thus face the challenge of ways to increase revenue through customer satisfaction while also achieving...

Purpose This study is embedded in social exchange and transaction cost theories. The purpose of this paper is to compare the relative importance of process value and outcome value in building affective and cognitive relationship strength and to compare the relative effects of each type of...

Purpose: Emerging direct-to-consumer brands offer a single option to consumers before expanding their assortment as the business grows. This provides a counterexample to commonly held beliefs concerning consumers’ aversion to single options. The purpose of this paper is to study when, for...

Purpose: This paper aims to explore the current and future roles of augmented reality (AR) as an enabler of omnichannel experiences across the customer journey. To advance the conceptual understanding and managerial exploitation of AR, the paper aims to synthesise current research, illustrating...