Purpose – The purpose of this paper is to investigate how customers respond to a service provider’s invitation to share responsibility for the experience of an “impersonal” service that is not customized but available to all customers on an equal footing; specifically to assess the...

Purpose The purpose of this paper is to investigate consumers’ responses to unsolicited cross-selling of supplementary paid-for services made during delivery of a core service, and the contextual and personal variables moderating those responses. Design/methodology/approach Three formal...