Purpose – The purpose of this paper is to illustrate the practical application of dynamic capabilities theory to improve investment decisions in customer relationship management (CRM). Design/methodology/approach – Action research (AR) allows managers to raise the tacit knowledge of their...

Purpose – The purpose of this paper is to conceptualize, construct, refine and empirically validate a multiple‐item scale for measuring customers' service experience (EXQ). Design/methodology/approach – The authors present exploratory research developing a conceptualization of service...