Purpose: Prior research does not provide a clear picture of how managers can effectively manage customer in-role and extra-role behaviours in a retail setting. This study aims to test the differential impact of the two main customer relationship predictor paths – identity-based and...

The theory of embedded markets states that economic transactions are embedded in social relationships, and economic actors are influenced by both marketing variables and relationship properties. That is, within an exchange relationship actors derive utility from the attributes of a focal product...