The general proposition that a salesperson's explanation adequacy plays a critical role in the resolution of unsatisfactory sales encounters for consumers is investigated in a cross‐sectional context. The findings indicate that explanation adequacy is influenced by both the style and content...

Purpose – The goal of this paper is to investigate how market sensing (market orientation) and customer linking capabilities (service branding and customer empowerment capabilities) enable firms to achieve superiority in customer satisfaction. Design/methodology/approach – To achieve this...

Purpose – This study seeks to extend the existing literature on value creation by specifically focusing on service brand value creation (SBVC) and the role of brand marketing. Design/methodology/approach – The authors first develop a model of SBVC and simultaneously investigate SBVC from the...

An evaluation of executive perceptions of strategic typologies is presented in the Australian context. Specifically, four strategic typologies (growth versus retrenchment, the product/market matrix, the grand strategy alternatives, and Porter's generic strategies) were compared using...

Purpose – The nurturing of trust within firm‐customer relationships highlights the significance of social exchange theory in helping to explain the relational paradigm. By focusing upon this theory it was hypothesized that psychological contracts also play an important role in helping manage...

Purpose – The globalisation of markets combined with the paradoxical rise of nationalism has created an increased concern about the importance of the interaction of global brands with other cues such as the country of origin (COO) of products and services. The purpose of this paper is to...