Although many Studies assume that customers monotonically act in both a functional and a good-mannered way during exchange, considerable anecdotal evidence suggests that customers routinely behave negatively and often disrupt otherwise functional encounters. However, to date, rigorous empirical...

The activities of misbehaving customers represent a significant problem for organizations across diverse sectors and industries. Customer misbehavior signifies behavior within the exchange setting that deliberately violates the generally accepted norms of conduct in such situations. The core aim...

This article reports on recent experience of marketing in NHS hospitals. It is argued that the effective implementation of marketing depends on the development of a marketing process, a marketing function and a marketing philosophy. Effective marketing is hampered by poor communication,...