Purpose: The purpose of this paper is to examine the underlying mechanism of the spillover effect from a service brand alliance to its parent brand at the post-consumption stage. Design/methodology/approach: Online surveys were used to collect both qualitative and quantitative data from...

Purpose: The purpose of this paper is to start a conversation on achieving a shared understanding among hospitality service co-creation participants. Adopting a stakeholder and service eco-systems approach, attention is drawn to the necessity for all service experience participants to have a...

Purpose – The concept of customer engagement (CE) has emerged as an important indicator of customer-brand relationship strength. However, limited research exists to provide insight into how CE enhances the effectiveness of building such a relationship in retail services. The purpose of this...