.../methodology/approach Gift-giving literature was further explored to identify plausible characteristics of customer helping behaviour in the banking environment. Findings Customers’ acts of helping could be complex in nature and may involve multiple actors, including customer helpers, gatekeepers...

...Estelle van Tonder; Stephen Graham Saunders; Mwarumba Mwavita; Sohee Kim Purpose This study aims to examine customer helping and advocacy behaviours within dyadic financial service relationships involving customers and fellow customer helpers. Design/methodology/approach The gift-giving...