There has been considerable analysis of buyer‐seller relationship development within the services sector. While a lot of attention has been given to the processes by which relationships are developed, the subject of relationship deterioration is less well researched. Examines the impacts of...

Purpose This paper aims to reflect on the paper “Service failure and loyalty: an exploratory empirical study of airline customers” published 18 years ago. It positions it in the evolving literature on relationship marketing and suggests directions for further research and developments in the...

Purpose – This paper aims to contribute critical discussion about the role of expectations and anticipation in subsequent satisfaction by incorporating anticipated emotions into a model to measure satisfaction. Emotions have provided a foundation for many causative models in marketing, notably...