Purpose – The purpose of this paper is to investigate whether or not emotions experienced in customer relationships – linked to actual behavior – could enhance understanding of their future development. Design/methodology/approach – A number of individual‐level relationships between...

Purpose – The paper seeks to introduce to a new perspective on the roles of customers and companies in creating value by outlining a customer‐based approach to service. The customer's logic is examined in‐depth as being the foundation of a customer‐dominant (CD) marketing and business...

Purpose – Few empirical studies have been conducted to explore the mechanisms and drivers of service exchange and value co‐creation. In particular, no study has compared a service system design informed by service‐dominant logic (SDL) with a service system design informed by...

Purpose – The objective of this paper is to test the validity and reliability of a SOS construct and its dimensions (i.e. self, other and situational) of negative emotions in the context of consumers' service experience (CSE) and the following processes of service recovery by firms (SRF)....