Purpose: The purpose of this paper is to develop and test an integrated conceptual framework using construal level theory (CLT) to explain the differences in the effects of process and outcome service attributes on overall service evaluation and customer satisfaction based on consumption...

Purpose: The purpose of this paper is to study the impact of relationship comfort and relationship proneness on the ability of service firms to build and maintain customer relationships in emerging markets (EMs). Design/methodology/approach: A field-survey was conducted with retail-banking...

Purpose: The purpose of this paper is to examine the impact of service separation on the ability of service firms to build and maintain customer relationships, by exploring the differences in the strength of interrelationships among key relational constructs between separated and unseparated...

Purpose The purpose of this paper is to explore the impact of four types of acculturation behaviors of frontline service employees (assimilation, separation, integration, and marginalization) on customer satisfaction and customer commitment. Design/methodology/approach In total, 377 ethnically...