Purpose: The purpose of this study is to model the consumer journey of admission-based membership services from initial purchase to full-season memberships. Particularly, the study pays attention to customer-owned contacts (purchase behavior) and service-owned contacts (salesperson voice- and...

Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are constantly challenging marketers to document marketing’s...