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...

Purpose – Increasingly companies ask customers to participate in creating and producing services. This research aims to explore the effect that communicating role expectations to customers may have on their processing and evaluation of the encounter. Design/methodology/approach – A dyadic...