Extensive research has investigated branding practices, processes, and consumers'
reactions to brands in a globalized world. In this review, the authors aim to organize and …

We systematically review the literature on customer satisfaction, partitioning the literature
into three generations of thought and focus, with the most recent, third generation, heavily …

Failures in human-chatbot interactions are becoming inevitable such as failure of chatbots to
maintain contextual awareness. Thus, an effective service recovery strategy is essential for e …

Purpose–Service organizations and marketers have focussed too much of their energy on
their core service's performance and too little emphasis on designing a customer journey …

Purpose The study clarifies the relationship between students' perceptions of university
support and heterogeneous entrepreneurial intentions in the Chinese context. It proposes a …

We have designed this book to support courses in consumer behaviour at Master's level. It is
also suited to more advanced teaching at first-degree level. Our intended audience is those …

The use of the customer equity framework as a focal marketing strategy to increase customer
loyalty has emerged as an important topic. Despite a growing number of investigations …

This article introduces the fresh start mindset, defined as a belief that people can make a
new start, get a new beginning, and chart a new course in life, regardless of their past or …

While existing research on pay-what-you-want often focuses on specific factors within the
tourism context (eg, time pressure, social crowding) that impact customers' payment …

Prior cultural research generally agrees that Asian consumers (collectivists), who emphasize
social harmony, are less likely to complain but more likely to switch and to spread negative …