This research theorizes and empirically examines whether and how educating customers—
a brand's efforts to enhance customers' product-related knowledge—affects customer word …

In the telco industry, attracting new customers is no longer a good strategy since the cost of
retaining existing customers is much lower. Churn management becomes instrumental in …

While the field experiment is a powerful and well‐established method to investigate causal
relationships, operations management (OM) has embraced this methodology only in recent …

Purpose For the past 20 years, Latin American countries have gone from being a low-cost
region to significant players in the world economy, with five of its countries ranked among …

Online channels generate frictions when selling products with nondigital attributes, such as
apparel. Customers may be reluctant to purchase products they have not been able to try on …

Purpose The purpose of this paper is to present exciting and innovative research questions
in service operations that are aligned with eight key themes and related topics determined …

The rapid growth in the adoption of mobile payments has already begun to reshape bank
payment practices. Utilizing a unique data set from a leading bank in Asia that records credit …

In services, which require significant customer participation to create value, customers who
lack the knowledge, skills and motivation necessary to participate effectively can negatively …

Software‐as‐a‐service (SaaS) applications have experienced a decade of explosive
growth, eliminating barriers in reaching users and enabling real‐time interchanges and …

Prior literature has established a positive association between mobile app adoptions and
customers' purchase behaviors. However, it is not clear whether and how firms can actively …