This article explores in-depth what health care customers actually do when they cocreate
value. Combining previously published research with data collected from depth interviews, …

This research developed and empirically validated a multidimensional hierarchical scale for
measuring health service quality and investigated the scale's ability to predict important …

Purpose – Although customer relationships transpire through a process of time, encounters
and experience, few studies have examined the dynamics of service relationships. This …

Understanding the contribution of marketing to economic and social outcomes is fundamental
to broadening the focus of marketing. The authors develop a comprehensive model that …

Purpose – This paper seeks to investigate the effects of relationship benefits on relationship
quality and aspects of service quality, namely technical and functional quality, and the …

While service quality, trust and commitment are frequently cited as critical to achieving important
firm outcomes, the role of service differentiation in this framework is largely unknown. Yet…

Service experiences often unfold over a series of consumption episodes, yet customer
perceptions of these experiences are often treated as static events. This prevents a good …

Purpose – This paper seeks to examine the central role that commitment plays in driving
customer loyalty and to identify the effect that confidence, social and special treatment benefits …

In this study, the authors develop an inexpensive method to help firms assess the relative
effectiveness of multiple advertising media. Specifically, they use a firm's loyalty program …

… Dagger who challenge a number of underlying assumptions inherent to relationship
marketing for which, they say, empirical support is lacking. They suggest, for instance, that the …