The rapid growth of services has arguably changed the conditions of business in terms of customer attraction and retention. Slow or rapid market growth makes markets more competitive, thus, firms are
Individuals self-enhance using brands that are associated with reference groups. The current study extends research on this phenomenon by examining the influence of consumption situations and
The research provides a better understanding of business relationships between suppliers and industrial buyers. Based on previous research models, we particularly explored the value drivers that
This study intends to contribute to a better understanding of how value creation co-aligns with relationship quality, and how this co-alignment affects a firm’s performance. To examine this
Our research tries to bridge the gap between the Service Dominant Logic (SDL) paradigm and strategic account management (SAM) research to answer the question: how is value “co-created” within a