Marketing strategy is a construct that lies at the conceptual heart of the field of strategic
marketing and is central to the practice of marketing. It is also the area within which many of …

The proposed framework sheds light on the fundamental role that value propositions play in
service systems. Building on service-dominant logic from marketing and structuration theory …

Online food delivery (OFD) businesses flourished during COVID-19; however, OFD
companies experienced different challenges and customers' expectations. This paper uses …

Purpose The purpose of this paper is to examine the impact of perceived social media
marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e …

Purpose This study aims to empirically analyze the effects of marketing communications,
such as advertisement/promotion and social network service (SNS) content, on consumer …

Understanding customer experience and the customer journey over time is critical for firms.
Customers now interact with firms through myriad touch points in multiple channels and …

Contextualized in postpurchase consumption in business-to-business settings, the authors
contribute to customer experience (CX) management theory and practice in three important …

Practitioners utilise customer feedback metrics (CFM's) to monitor business performance.
However, the influence of CFM's on firm performance has been ignored. Thus, this paper …

Purpose The purpose of this paper is to determine the influence of service quality and
university image on student satisfaction and student loyalty. Design/methodology/approach …

As more firms adopt big data analytics to better understand their customers and differentiate
their offerings from competitors, it becomes increasingly difficult to generate strategic value …