Purpose – Despite current advances in the domain, little is known about the dynamic nature of the value construct, specifically the manner in which value perceptions change over time during the higher education consumption experience. This paper aims to examine the impact that emotions...

Purpose – Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact of perceptions of parent brands’ positioning on consumers’ perceptions of cobrand positioning has not been investigated. The aim of the...

Purpose – The purpose of this article is to review the emerging literature of services business markets (SBMs) from 1974 to 2007 and analyse main themes that indicate the development of the literature. It also aims to provide an introduction to the special issue on services...

Purpose – Business services have an important role in the development of global knowledge‐base economy. This is particularly clear in the field of ICT services where business customers are requiring an increasing amount of complex services in order to support their utilization of advanced...

Purpose – The purpose of this paper is to develop a deeper understanding of customer service/service quality in business‐to‐business contexts. Design/methodology/approach – An in‐depth case study was used to discover the perceptions of both key individuals in the supplying company and...

Purpose – The purpose of the paper is to examine shifts in sales organizations utilized to sell services to business‐to‐business customers. The paper also examines the changes expected in personal selling and sales management. Design/methodology/approach – Extant academic literature and...

Purpose – The purpose of this article is to investigate trust in financial services business markets. Design/methodology/approach – The article provides qualitative research, based on 147 in‐depth interviews with corporate bankers and their clients. Findings – The article finds that...

Purpose – The purpose of this article is to explore the possible negative asymmetric effects in the impact of service quality on the satisfaction and retention of different customer segments in a professional business services context. Negative asymmetry means that a lower than average service...