Marketing literature shows that the interaction between service encounters and customers is essential for the value creation process. However, little is known about how interaction contributes to customer value in the special context of immigrants living in more-developed countries, who return...

Purpose – The purpose of this paper is to answer two research questions: does relationship marketing orientation (RMO) have an impact on customer satisfaction; and do the individual components of RMO have the same impact on customer satisfaction? Design/methodology/approach – The above...

Purpose – This paper aims to employ the concept of service personal values to predict customer satisfaction and loyalty towards banking services. It also aims to validate the three components of service personal values when being conceptualized as a high‐order construct....