The first objective of the study was to identify and classify product‐related information that customers expect to receive in interpersonal encounters with employees in a given retail environment. The second objective of the study was to compare the “ability” of both service employees and...

Steve Baron is Professor of Marketing at the University of LiverpoolManagement School, and Head of the Division of Marketing andInternational Business. He is Chair of the UK Academy of MarkingSpecial Interest Group for Services Marketing. His current researchinterests include the understanding...