2022
DOI: 10.1108/ejm-05-2021-0345
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Understanding how satisfactory service relationships can be mutually beneficial in the higher education context

Abstract: Purpose While extant research has predominantly focused on outcomes of customer satisfaction that benefit the focal firm such as customer engagement behaviors (CEBs), little is done to understand human capital-related outcomes that directly benefit customers and thus benefit the firm indirectly. Drawing on the theory of reasoned action, broaden-and-build theory of positive emotions and human capital theory, this study aims to understand how and why a satisfied customer benefits the firm directly (CEBs) and ind… Show more

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Cited by 4 publications
(3 citation statements)
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“…Emotional coding involves systematically categorizing and coding the emotional expressions and experiences described by consumers in the data (Malhotra et al, 2023). Researchers can identify different types of emotions, their intensity and the contexts in which they arise, providing a comprehensive understanding of consumers' emotional dimensions (Standing et al, 2016).…”
Section: Personal Experiences 331 Research Focusmentioning
confidence: 99%
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“…Emotional coding involves systematically categorizing and coding the emotional expressions and experiences described by consumers in the data (Malhotra et al, 2023). Researchers can identify different types of emotions, their intensity and the contexts in which they arise, providing a comprehensive understanding of consumers' emotional dimensions (Standing et al, 2016).…”
Section: Personal Experiences 331 Research Focusmentioning
confidence: 99%
“…Emotional coding involves systematically categorizing and coding the emotional expressions and experiences described by consumers in the data (Malhotra et al. , 2023).…”
Section: Proposed Frameworkmentioning
confidence: 99%
See 1 more Smart Citation