Focuses on customer‐to‐customer interaction between strangers. It begins by reviewing the literature in the field and establishing a number of roles that customers may play while participating in this type of interaction. The study then goes on to measure the frequency of interaction and the...

In recent years, both management and marketing fields have emphasized the importance of a customer orientation. In this project, a different set of lenses is adopted to examine customer orientation from the customer’s point of view. Customers can enact four specific roles that enable them to...

Considers the role of non‐verbal communication in consumers’ evaluation of service encounters. Non‐verbal communication has been extensively studied in the psychology and psychotherapy disciplines and has been shown to have a central effect on participants’ perceptions of an event. As...

Examines service provider behaviors that influence customer evaluation of service encounters. Develops a list of service provider behaviors relevant to customer evaluation of a service encounter. Examines performance of these behaviors in specific restaurant and medical transactions. Then...

An equity theory‐based contingency framework is presented to further our understanding of customer evaluations of the service failure/recovery process. Six contingencies are presented that are proposed to influence the relative importance of interactional and distributive justice on...

Late introduced differentiated products are at a disadvantage compared to existing products in the marketplace as they suffer from consumer confusion regarding such differentiation. This confusion has several important repercussions ultimately resulting into a slow diffusion and limited success...

A consumer model of environmentally responsible purchase behaviour was tested using covariance structural analysis. The model successfully predicted the purchase of environmentally responsible and non‐responsible product alternatives. A hierarchial relationship from values to product specific...

The nature of interpretive consumer research is examined within the context of the contribution to the growth of knowledge played by the proliferation of tenaciously‐held rival theories. Dennett’s intentional stance is contrasted with a contextual stance in which behaviour is controlled by a...

The implicit distinction in the buyer behaviour literature between the contexts of consumer markets and organizational markets has lead to a bifurcated approach to the development of buyer behaviour theory. While useful, even necessary, for teaching and planning purposes, this distinction is...

Relationship marketing (RM) was conceived as an approach to industrial and service markets, and was considered inappropriate in other marketing contexts. Recently, however, the domain of RM has been extended to incorporate innovative applications in mass consumer markets. Much has changed in a...