... how customers’ post-consumption evaluations of upgrades and downgrades [satisfaction_(t−1) and perceived value_(t−1)] may moderate the relationship between upgrades/downgrades and future spending. Design/methodology/approach The predictions are tested using...

...Evert Gummesson This paper aims to emphasize the need for generation of more general, abstract and grand theory in marketing by synthesizing relationship marketing and other developments and to address complexity instead of fragmented bits of marketing. This study is a discourse based...