Purpose – Arguing that increasing use of information and communication technologies (ICT) is shifting market power from suppliers to consumers, the ensuing consumer empowerment is presented as an unintended consequence of marketing. Marketing implications arising from this consumer empowerment...

This study investigated the viability of using a Pan‐European approach for professional service offerings in Europe by first establishing measurement equivalence and then exploring the influence of culture on service quality and customer satisfaction. Utilizing scenarios involving a dental...