For many consumer-intensive (B2C) services, delivering memorable customer experiences to maximize customer satisfaction can be a source of competitive advantage. Yet, there is no clear guideline available for service encounter design that accounts for customer behavior. In this paper, we show...

In competitive industries, some firms bundle their products, whereas others unbundle them; still other firms occupy a niche position and offer only a subset of products. No general theory has been advanced to explain this variety of bundling strategies. We characterize the strategies of two...