Purpose – As service organizations continue to expand internationally, the need to be able to understand consumers in faraway places is increasing. Marketing research is a key mechanism through which service companies understand their current as well as potential customers. As service...

Purpose – The purpose of this paper is to apply customer lifetime value models to assess the overall value of the service encounter and to establish implications that such an assessment has for managing customer relationships under a fixed‐size salesforce. Design/methodology/approach –...

Purpose – The majority of research in marketing now represents loyalty as a multi‐dimensional construct; however, agreement on whether it has two or three dimensions is lacking, and measurement of these dimensions has been inconsistent. The purpose of this paper is to utilize theory from the...

Purpose – The purpose of this paper is to show how yield management and dynamic pricing, which originated in the airline industry, are now diffusing in other service industries. The aim is to demonstrate that these techniques can be profitably applied to telecommunications and similar sectors...

Purpose – Building and maintaining strong customer relationships has been suggested as a means for gaining a competitive advantage. Despite this, few studies have examined the link between written communication and relationship perceptions. Yet understanding the establishment of this link is a...