Journal of Service Theory and Practice: Volume 29 Issue 2

Transformative gamification services for social behavior brand equity: a hierarchical model

Afshin Tanouri, Rory Mulcahy, Rebekah Russell-Bennett

The purpose of this paper is twofold: first, to test a hierarchical model with interrelationships between social support, value and brand equity to examine the effect of a…

The role of empathy in the service experience

Adrian Heng Tsai Tan, Birgit Muskat, Raechel Johns

The purpose of this paper is to examine the role of empathy in the student service experience. Taking a dyadic perspective, both students’ and staff’s perceptions are analyzed to…

A critical review on value co-creation: towards a contingency framework and research agenda

Xueqin Wang, Yiik Diew Wong, Chee-Chong Teo, Kum Fai Yuen

Although a dominant marketing concept, value co-creation (VCC) is not without controversy. Inspired by value co-destruction (VCD), the purpose of this paper is to review the…

Customer deference to service providers in ordinary service encounters

Apiradee Wongkitrungrueng, Krittinee Nuttavuthisit, Teodora Szabo-Douat, Sankar Sen

The purpose of this paper is to explore the nature of customer deference to service providers in service encounters, and articulate its chief antecedents, experiences and…

The effects of social undermining on employee voice and silence and on organizational deviant behaviors in the hotel industry

Hyo Sun Jung, Hye Hyun Yoon

Drawing on social identity theory, the purpose of this paper is to examine whether social undermining significantly influences employee voice (or silence) and organizational…