Singh, Baljeet; Tiwari, Amit Anand - In: Marketing Intelligence & Planning 38 (2019) 3, pp. 386-399
Purpose: The purpose of this paper is threefold: first, to develop the concept of customer stewardship fatigue (CSF) in service marketing literature; second, to reveal three processes through which CSF arises; and third, to identify contextual resources that can accentuate or diminish the...