Purpose: The purpose of this paper is to investigate the effect of outsourcing and offshoring on brand loyalty in a service recovery context. In addition, the effect that consumer ethnocentrism has on these relationships is examined. Design/methodology/approach: An experiment was designed using...

Purpose: This paper aims to develop impact value (IV), both theoretically and practically, to better account for the processes of value creation within complex service ecosystems. Design/methodology/approach: This conceptual paper connects the complex systems nature of service ecosystems and...

Purpose: The purpose of this paper is to introduce ecotones to the service literature as a conceptual extension of the service ecosystem (SE) framework. Design/methodology/approach: To synthesise the contribution, an illustrative empirical case study with research of nine organisations and...

Purpose This paper aims to offer fresh insight into attitudes towards casually used brands and the role of tie strength in the building of online non-brand-related network relationships amongst young consumers. Design/methodology/approach Thirteen consumers aged between 18 and 24 years took part...