In the preceding article, Vargo and Lusch (V&L; 2004) observe that an evolution is underway toward a new dominant logic for marketing. The new dominant logic has important i...
This article develops a model of how customers with prior experiences and expectations assess service performance levels, overall service quality, and service value. The model i...
Many service organizations have embraced relationship marketing with its focus on maximizing customer lifetime value. Recently, there has been considerable controversy about whe...
h-index: Number of publications with at least h citations each.