Purpose: This study aims to answer the following question: How can customer readiness be instrumental in non-technology-based service delivery? Design/methodology/approach: Using a field study, this research examines the role of customer readiness in customer participation in...

Purpose – This study’s aim is to investigate whether offering a co-production opportunity as a choice or as the only means of service rendering influences customer value creation and satisfaction. This research incorporates two empirically supported sources of co-created value, relational...

The study and measurement of image especially in the Internet banking field has become an important tool to help the management of the banks operating on the Internet to make decisions. As there are no previous scales in existence to enable the image of this type of bank to be measured, our...

Purpose – This paper analyzes how consumers’ perceptions of their traditional bank influence their decision to adopt the services offered by the same bank on the internet. Design/methodology/approach – The data required in this paper were gathered by means of a personal survey conducted...

Previous studies show how strategies based on the customer lifetime value (CLV) can lead to an increase of profitability for a firm. In this context, marketing serves the purpose of maximizing CLV and customer equity (the CLV of current and future customers). For most types of service firms,...

Most brand extension studies follow the assumption that brand extensions use the full original parent brand name (e.g., Oral-B tooth brush may extend to Oral-B dental floss). However, some companies use derived brand names in their brand extension strategies (e.g. Nestea Iced Tea). This study...

Purpose The purpose of this paper is to propose a new salesperson valuation model. This paper presents a calculation method for estimating both the individual lifetime value of a salesperson and the sales force equity. Design/methodology/approach This is a conceptual paper supported by a case...