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This paper aims to examine the widespread effects of service actors’ verbal aggression on witness customers’ intentions toward the service organizations through their self-conscious emotions. The moderating roles of the witness customers’ empathic tendencies and the source of aggression are also examined.

In two scenario-based experiments and by adopting a multifoci approach, severity of mistreatment (aggression vs incivility vs no-mistreatment) and source of mistreatment (employee-to-employee and customer-to-customer) were manipulated to test distinctive effects of witnessing aggression on self-conscious emotions and intentions.

This study shows that witnessing aggression during service experiences negatively influences customers’ intentions towards the service organization through self-conscious emotions. Moreover, empathic tendencies of customers make these effects more pronounced. It is also shown that witnessing employee-to-employee aggression has a stronger effect on self-conscious emotions and intentions than customer-to-customer aggression.

This paper uncovers the distinctive effects of aggressive behaviors of service actors on self-conscious emotions from the third-party perspective. It is also shown that empathic tendencies can be detrimental to service organizations in certain conditions.

The results warn service managers against verbal aggression because of its negative effects on witness customers. It is suggested that they should try to clarify the incident and restore justice in front of the witnesses.

This paper is one of the first attempts to investigate the distinctive effects of witnessing aggression during service experiences and the roles of self-conscious emotions and emphatic tendencies.

The purpose of this paper is to provide a comprehensive meta-analytic examination of the relationship between employee age and customer mistreatment. Drawing on socioemotional selectivity theory and taking the cross-cultural and cross-sectoral differences into account and making the country-level and occupation-level comparisons possible for uncovering when age matters, the role of employee age on decreasing customer mistreatment is examined.

The data comprises of 103 independent samples collected from 48,067 frontline employees. Random effects individual correction meta-analysis procedure is used to aggregate correlation coefficients and correct them for sampling, measurement and range restriction errors. Meta-regression is used for examining the impact of key moderators.

Results consistently show that frontline employee exposure to customer mistreatment is decreased with age. Regarding national differences, negative associations are stronger in low power distance countries. Age has more potential to provide high-quality relations with customers in healthcare, banking, compared to call centers and hospitality sectors.

Healthy customer relations with fewer customer mistreatments come with employee age. However, results warn service managers about cultural and industry-related boundary conditions such as power distance and service orientation expectations.

This study is the first meta-analysis on the relationship between two contemporary challenges in organizational frontlines: the aging workforce and customer mistreatment. By conducting comprehensive data collection and analyses, this study concludes that older employees, especially in low power distance cultures, bring wisdom to service environments.

The purpose of this paper is to empirically explore how prior exchange relationships may impact a local firm's decision to participate in a supply chain international joint venture (SC‐IJV).

An exploratory study of the influence of prior working relationships using a sample of 32 US and European‐based SC‐IJVs. First, a cluster method was used to determine the two categories of local firms' motivation to form SC‐IJVs with foreign partners. Next, a discriminant analysis revealed the differences between the two categories in terms of the emphasis put on prior exchange relationships when forming SC‐IJVs.

Results confirm two major types of motivations for a local firm to participate in a SC‐IJV: exploration and exploitation. Moreover, the motivation types are varied in terms of the emphasis placed on a prior working relationship with the SC‐IJV partner. While exploitation‐oriented firms consulted a previous working relationship experience before forming a supply chain IJV, exploration‐oriented firms did not.

This study shows that Eastern European firms can be separated into two categories in terms of SC‐IJV goals: those focused on learning (exploration) and those focused on strategic behavior (exploitation). Second, the study shows that the firms favoring exploitation prefer a past working relationship with the potential partner, while those favoring exploration did not. The study is exploratory in nature, but provides a solid platform on which to base future research.

By drawing on theories of social identity, attraction, social comparison and consumer identification, this research seeks to examine how consumers' perceptions of other customers of an organisation (the other customer effect) may have an influence on corporate image and consumer‐company identification. This study aims to test a model integrating these constructs in two contexts, i.e. products and services. It also seeks to investigate the attitudinal and behavioural consequences of a favourable corporate image in order to provide more insights to the argument that a corporate marketing approach helps to enhance marketing performance.

A survey of a convenience sample of 383 adult consumers is conducted. Structural Equation Modelling (SEM) is employed in order to test the proposed model. An alternative model is examined both in products and in services contexts.

The results indicate that perceptions about other customers influence customers' affective and behavioural reactions towards a company for both products and services. This finding suggests that corporate‐level marketing activities aiming to increase interaction among consumers lead to favourable corporate image and higher consumer‐company identification and hence desirable marketing outcomes. Furthermore, results show that for services the other customer effect is more prominent than for product offerings.

This study extends the concept of other customer effect to the context of corporate image and consumer‐company identification studies. It provides evidence that shifting towards corporate‐level marketing gives organisations another avenue for gaining a distinct position in the minds of consumers. Furthermore, by addressing both service and product contexts, it shows that other customer effect may exist beyond services studies.

This study aims to enhance the understanding of how co-created content (CCC) can facilitate relevant and meaningful customer experiences in social media brand communities (SMBCs). It investigates the characteristics of CCC and explores the effects they have on member engagement from an identity theories perspective.

A netnography of a university’s Facebook and Instagram accounts was undertaken to analyse exemplary content co-creation practice and resulting user reactions in an organic setting.

The analysis of CCC confirmed a strong presence of identity narratives and cues that can be categorised into university, sub-group and student role identity themes. Members’ identity-consistent reactions highlight that CCC can influence member perceptions of the distinctiveness, prestige and similarity of the identities they enact. University identity theme CCC allows members to project other member’s identity narrative, while sub-group and student-role identity theme CCC can help increase identity synergy.

The paper adds to the social media marketing literature that SMBC members are important integrators of symbolic resources that influence other members’ identity constructions and further their perceived relationships with the organisation and other members. Social media enables marketers to leverage members’ diverse identities to enhance customer experiences. The study’s single context focus may be a limitation.

The paper provides a useful framework for designing social media content that facilitates meaningful engagement.

The use of identity theories to enhance the understanding of CCC and its role in SMBCs is original. The paper generates new lines of future enquiries to advance theorisation of social media marketing.