In the last fifty years, marketing theory and practice has made significant advances toward
becoming more scientific and rigorous. This paper reviews significant past developments in …

Emphasizing customer satisfaction as a strategic lever for enhancing business performance
is a widespread business practice. However, just over 25 years of empirical studies by …

Online consumer reviews offer an unprecedented amount of information for consumers to
evaluate services before purchase. We use the dual process theory to investigate consumer …

The economic power of B2B transactions hasn't been reflected in the amount of published
research in marketing journals, and the relevance for practitioners of the studies issued has …

Purpose–The purpose of this article is to fill the gap in the discussion of the ways in which
firm-created and user-generated social media brand communication impacts consumer …

Retailers are dynamic in nature, and their strategies keep evolving with changing scenarios
and availability of new technologies. In the current scenario, there is a need for a …

This study examines how market demand affects green product innovation, and firm
performance in the context of Vietnamese motorcycle industry. The paper seeks to answer …

Are there economic benefits to improving customer satisfaction? Many firms that are
frustrated in their efforts to improve quality and customer satisfaction are beginning to …

In this article, the authors develop a theoretical framework that specifies how customer
satisfaction affects future customer behavior and, in turn, the level, timing, and risk of future …

Although the role of market knowledge competence in enhancing new product advantage is
assumed widely in the literature, empirical studies are lacking because of an absence of the …