Investigates whether success factors for Australian services firms that export to Asia are consistent with the theory of relationship marketing, and demonstrates the power of the in‐depth interview methodology for exploring marketing theory. Relationship marketing theory suggests that services...

Purpose – The authors seek to better understand the critical incidents and factors that influence the switching behaviours of back pain sufferers who use mainstream and/or complementary and alternative medicine (Edvardsson, 1998). That is, the purpose of this paper is to uncover how they...