Purpose – The purpose of this paper is to deconstruct a growing area in marketing theory. It aims to critically examine the principles of relationship marketing as found in the literature and suggest opportunities for future conceptual maturation. Design/methodology/approach – The conceptual...

Purpose – In the last ten years, businesses taking advantage of market deregulation, call‐centre, intranet and internet technology have broken traditional marketing norms and path‐dependent customer management practices. These businesses offer substantially lower prices and good customer...

Purpose – The role of call-centres during service recovery has attracted much attention in research. However, marketers know less about controlling customers during recovery interactions and consequences of such control. In order to address this gap and empirically ascertain whether service...

Purpose – The purpose of the paper is to bring to the attention of academics the innovations which have rapidly been developed to sell goods and services across sectors using what the authors describe as “confusion marketing”. Design/methodology/approach – This is a conceptual,...

Purpose This paper aims to empirically explore and theorise the application of technology control over customers during call-centre interactions. The author seeks to ascertain distinct types of technology-mediated control, with potentially distinct ingredients and consequences for repatronage...

Purpose: While the customer brand engagement (CBE) research has advanced important insight, most studies to date explore CBE under regular, free-market conditions, yielding an important knowledge gap regarding its manifestation under less regular conditions, including disaster/pandemics. This...

K<sc>asabov</sc> E. and S<sc>undaram</sc> U. A stakeholder approach to branding clusters: pointers to a research agenda, <italic>Regional Studies</italic>. This paper addresses gaps in the research of clusters and place brands by proposing the analysis of clusters as place brands and arguing for the adoption of stakeholder...

The assumptions of some service-marketing theorists have recently been questioned in analyses of disciplining and compliance - defined as service providers' attempts to control interactions with customers by subtly influencing and manipulating customers' choices and behaviours, based on...