Purpose - The purpose of this paper is to provide services marketers with a deeper understanding of the elements that characterize mass services. The paper shows that many studies have been conducted within the context of professional and retail services, knowledge of mass service contexts is...

Purpose – The purpose of this paper is to provide services marketers with a deeper understanding of the elements that characterize mass services. The paper shows that many studies have been conducted within the context of professional and retail services, knowledge of mass service contexts is...

Brand related concepts in the business-to-business sector have received little attention. Nevertheless recent research has shown that brand equity exists in business-to-business markets. Thus, brand-building investments in this sector may be worthwhile. Moreover, the brand loyalty concept...

Purpose – This paper aims to argue that, traditionally, service recovery attempts have paid little attention to customer preferences. Despite attempts to recover the customer, firms generally do not know if the recovery solution is what the customer expects. Hence, the paper seeks to examine...

While there has been substantial research conducted in the business to consumer (B2C) sector on brand loyalty, there is scant evidence of the same in the business to business (B2B) sector (Russell-Bennett, McColl-Kennedy, & Coote, 2007). This paper seeks to advance the understanding of business...

No other sector in the economy influences business decisions like professional services, and while large commercial firms are major contributors to economies and employ highly educated people, they also engage teams of marketers who frequently work across national and international boundaries to...

Recent studies of innovation diffusion have investigated cross-country heterogeneity, but implicitly assumed within-country homogeneity. As such, these studies potentially overlook within-country variations in diffusion patterns, which may be even more important to marketing managers and...