There has been a genuine lack of emphasis in the management and public policy literature on cultural issues in Latin America. This is particularly evident in the ethics and marketing literature. In this paper, the results from two studies are presented which address moral and marketing...

Purpose – The purpose of this paper is to explicate professionals’ giving backstory, identifying what motivates and hinders professionals’ undertaking of pro bono service activities. Examples are provided of different pro bono giving styles, as professionals struggle to resolve...

Purpose – The puprose of this study is to empirically test the suggestion that branding is more important for services than for physical goods and that there is a direct relationship between the level of intangibility and the importance of branding. Design/methodology/approach – An...

Purpose – The purpose of this paper is to advance a new conceptualization of the service encounter that highlights the role of outcome valence as a key antecedent of customer satisfaction. Design/methodology/approach – This study develops and tests a conceptual model using structural...

Focusses attention on service value as a construct which may help explain consumer decision making; however, to date this attention has been largely conceptual. Finds from the results of two empirical studies that models of consumer decision‐making which include service value explain...

Purpose – The purpose of this paper is to encourage the reader to think differently about service-related issues and to strive to conduct service research that makes a transformational impact on individuals, organizations and society. The authors suggest that service researchers are in an...

Purpose – This research aims to examine the buffering effect of a firm's religious association on customer reactions to a service failure. Design/methodology/approach – Two scenario-driven studies containing religious and non-religious reasons for a store closing were conducted. Findings –...