Purpose: The purpose of this paper is to examine the direct impact of proactive customer orientation (PCO) and responsive customer orientation (RCO) on word-of-mouth (WoM) and cross-buying (CB). Further, this study tests the mediating role of perceived value (PV) in the relationship between...

Purpose: The purpose of this research is to study the influence of self-service technologies (SST) on cross-buying and word-of-mouth. This study tests the direct impact of perceived usefulness and perceived ease of use on cross-buying and word-of-mouth. Further, this study also tests the...

The concept of competitive advantage has received considerable interest from researchers. Firms need to manage the factors that contribute towards competitive advantage to ensure their survival. This paper focuses on the factors that contribute towards competitive advantage. Through the analysis...