Purpose This research investigates new innovative service models that provide opportunities for hearing and deaf individuals to switch roles within a co-created service encounter to allow for an enhanced perspective-taking experience. The purpose of this paper is to gain an in-depth...

Purpose: This paper aims to identify the ways that customers respond to customer-to-customer comparisons that may drive loyal customers to engage in undesirable behaviors. The research examines the role that jealousy and envy play in restoring equity through revenge-seeking intentions....