Journal of Service Theory and Practice: Volume 29 Issue 3


Table of contents

Scaring the bras off women: The role of threat appeal, brand congruence, and social support in health service recruitment coping strategies

Jessica Mayer, Nadia Zainuddin, Rebekah Russell-Bennett, Rory Francis Mulcahy

The purpose of this paper is to understand the role of perceived threat, brand congruence, and social support on consumer coping strategies for a preventative health service.

Applying Schema Resonance Model in live chat e-service

Xu Song, Cindy T. Christen

Live chat e-service provides a communication platform for online customers to make information inquiries and receive instantaneous assistance from a service…

Customer value cocreation activities: An exploration of psychological drivers and quality of life outcomes

Tram-Anh N. Pham, Jillian C. Sweeney, Geoffrey N. Soutar

The purpose of this paper is to suggest a typology of customer value cocreation activities and explore the psychological drivers and quality of life outcomes of such…

Customers’ value co-creation with healthcare service network partners: The moderating effect of consumer vulnerability

Jiyoung Kim

The purpose of this paper is to identify customers’ service network partners in medical encounters and demonstrate the extent to which customers’ evaluation of each…


How does dysfunctional customer behavior affect employee turnover

Taeshik Gong, Chen-Ya Wang

Dysfunctional customer behavior is believed to engender employee stress and, in turn, fuel employee turnover. However, little research has examined the moderating role of…

A transformative value co-creation framework for online services

Joy Parkinson, Rory Francis Mulcahy, Lisa Schuster, Heini Taiminen

Online offerings for transformative services create value for consumers, although little research examines the process through which these services deliver this value. The…


Exploring the moderating role of construal levels on the impact of process vs outcome attributes on service evaluations

Aruna Divya Tatavarthy, Swagato Chatterjee, Piyush Sharma

The purpose of this paper is to develop and test an integrated conceptual framework using construal level theory (CLT) to explain the differences in the effects of process…

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Emerald Publishing Limited

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  • Dr. Chatura Ranaweera
  • Dr. Marianna Sigala