Little research has been carried out with regard to marketing to functionally illiterate consumers, despite the size and purchasing power of this market segment. This qualitative study examined the decision-making processes and coping mechanisms of functionally illiterate consumers in the South...

Purpose: The purpose of this paper is to gain insight into brand avoidance of service brands and explore whether the different types of brand avoidance identified in a product context apply to service providers. Design/methodology/approach: Because of the exploratory nature of the study, the...

Purpose: The purpose of this paper is to test perceived price and service quality as mediators between price fairness and perceived value in service encounters between micro-enterprises and their banks. Design/methodology/approach: The study is based on a self-administered and internet-based...

Purpose: This study aims to explore the relationships, direct and indirect, between business customers’ perceived value, satisfaction and loyalty. Design/methodology/approach: The study was set in the business banking industry, with data collected from 381 micro-enterprise business customers...