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The purpose of this paper is to utilise the service‐dominant logic of marketing to propose a conceptual model that captures a dynamic perspective of customer complaint behaviour.

To support the conceptual model advances in this paper, four narratives about the service industry is used. Each of these narratives represents different sectors within the service industry.

Customer complaint behaviour has often in conventional marketing been seen as a static and post‐purchase activity. This paper finds that customer complaint behaviour in services, in which exchange of ownership is absent, should be understood as a dynamic adjustment process that occurs during the service interaction and include post‐interaction activities related to the evaluation of value‐in‐use.

The paper contributes to a better understanding of the dynamic aspects of customer complaint behaviour.

The aim of this paper is to assess the use of social media by Gen Z consumers and the ways they impact on and re-shape their fashion consumption journey. This generational approach uses the lens of uses and gratifications theory (UGT) to explore the customer fashion retail journey from the perspective of the Gen Z consumer.

The research uses an exploratory approach in response to the relative lack of research in to GenZ consumers combined with a need to understand shopping journeys. Mixed methods were used with a first phase of interviews followed by a survey of 102 Gen Z students recruited online in the UK during the COVID-19 pandemic.

The study found that GenZ users of social media for shopping sought gratification from experiences derived from social relationships, entertainment and information. The need for immediate gratification was found in new information and meeting new people to maintain social relationships, learn about products and inform the shopping journey. Further, the research supported the importance of visual images in the affective gratification of shopping needs. Resale sites on social media were favoured for their low prices, information about previously owned fashion items and the opportunity to exercise sustainable fashion choices.

The research advances understanding of fashion shopping journeys through social media and online resale sites. It demonstrates that younger consumers, GenZ, shop through the gratification of experiences informed by their social networks and wider contacts. The linear stages of pre to post–purchase shopping are merged and looped as they exchange information about their shopping journey, from information gathering to post–purchase comments. The role of the brand to these knowledgeable consumers conducting their own resale trade is to facilitate access to and information about their products.

The literature on the role of purchasing in logistics is first reviewed. No comprehensive framework is available that addresses both operational and behavioural components. The necessary features are described of such a framework which will provide the basis for determining the relationship between the costs of quality and effective management of the purchasing process.

This study aims to explore when and for what purpose is social media used by tourists in their decision-making; and to further interpret the nature of such usage.

An online questionnaire was administered to 530 Indians who qualified as recent tourists and social media users. Partial least square structural equation modeling (PLS-SEM) is used to analyse hypothesised relationships; the results helped us to unveil the tourist social media cycle which is a conceptual model of the results obtained.

PLS-SEM results indicate that social media is predominantly used in the pre-travel stage for evaluation purposes, during travel stage for purchase purposes and post-travel stage for post-purchase behaviour. Also, it is noted that social media use by a tourist is an ongoing process, and thus, a conceptual model in the form of tourist social media cycle is unveiled.

This study reveals the unique behaviour of Indian tourists with respect to using social media for travel decision-making, which establishes a different perspective of understanding and further strategizing social media’s use in tourism for a developing nation. Also, the tourist social media cycle stresses on the importance of social media as a digital repository where continuously the user-generated content is used by self (existing) or “others” (potential tourists).

To the best of the author’s knowledge, this is the first study that addresses the population and knowledge gap of understanding social media–based tourist behaviour providing a perspective of a developing nation, specifically India. Further, it unveils the nature of social media use by tourist in the form of a first ever tourist social media cycle.

This paper analyses how the purchase channel and customer complaint goals affect the sequential choice of post–purchase complaint channels when customers experience a service failure followed by a service recovery failure (double deviation).

An online survey involving a scenario manipulation was conducted with 577 apparel shoppers. The study employs multi-group latent class analysis to estimate latent customer segments within both online and offline groups of shoppers and compare latent classes between the two groups.

The results show that the purchase channel has a lock-in effect on the complaint channel, which is stronger for offline buyers. Moreover, there is evidence of channel synergy effects in the case of having to complain twice: shoppers who complain in store in the first attempt turn to online channels in the second complaint attempt, and vice versa. Complaint goals shape the choice of complaint channels and define different shopper segments.

The present study is the first to adopt a cross-stage approach that analyses the dependencies between the purchase channel and the complaint channel used on two subsequent occasions: the first complaint after a service failure and the second following a service recovery failure.

The purpose of this paper is to propose a conceptual model of customer complaining behaviour as a dynamic process in accordance with the service‐dominant logic perspective of marketing.

The study reviews the common behaviour models of customer complaints and relates this to the service‐dominant logic perspective in order to develop and describe a dynamic conceptual model of customer complaining behaviour.

The proposed model posits three categories of complaining behaviour due to a customer's unfavourable service experience: no complaining response, communication complaining responses, and action complaining responses.

Empirical validation of the proposed conceptual model is needed.

The proposed model can be used by managers to understand the various behaviour responses of customer complaints that the company experiences. In addition, the model assists in framing appropriate managerial responses, including service recovery and improved service design.

The study represents a thorough conceptual examination of the complaint process and proposes a dynamic model of customer complaining behaviour based on the service‐dominant logic perspective.

Social commerce (SC) is a new genre in electronic commerce (e-commerce) that has great potential. This study proposes a new research framework to address deficiencies in existing social commerce research frameworks (e.g. the information model).

In the era of Industrial Revolution 4.0 technologies and new social commerce (s-commerce) models, the authors believe that there is an immediate need for a new research framework. The authors analysed the progress of the s-commerce paradigm between 2003 and 2023 by applying longitudinal science mapping. The authors then developed a research framework based on the themes in the strategic diagrams and evolution map.

From 2003 to 2010, studies on s-commerce mainly focused on social networking sites, virtual communities, social shopping and analytic approaches. From 2011 to 2015, it shifted to s-commerce, consumer behaviour, Web 2.0, artificial intelligence, social technologies, online shopping, user studies, data gathering methods, applications, service-based social commerce constructs, e-commerce and cognitive factors. Social commerce remained the primary research paradigm from 2017 to 2023.

The SC framework may be analogous to popular research frameworks such as technology-organisation-environment (T-O-E) and stimulus-organism-response (S-O-R). Based on this SC framework, researchers may gain a better understanding by determining the factors of the social, commercial, technological and behavioural dimensions.

The authors redefined s-commerce and developed an SC framework. Practical guidelines for the SC framework and an exemplary research model are presented. Overall, this study offers a new research agenda for the extant understanding of s-commerce, with the SC framework as the next frontier of the theoretical advancements and applications of s-commerce.

Business-to-consumer (B2C) electronic service (e-service) allows a company to decrease transaction costs, expedite delivery time, and serve more customers. Flexibility lets e-service providers improve their service without costly and time-consuming infrastructure overhauls to cope with the changing business environment. Little work has been done to associate flexibility with e-service. This paper aims to provide a conceptual taxonomy of e-service flexibility in line with the online purchase in a customer activity cycle (CAC), as well as a theoretical model to investigate the relationships among a company's internal flexibility, e-service flexibility, customer readiness and firm performance.

Based on an extensive review of e-service and flexibility literature, the paper develops a taxonomy of B2C e-service flexibility in a CAC framework and a conceptual model to show the influence e-service flexibility exerts on firm performance and the factors that support e-service flexibility.

This research identifies the important e-service flexibility in each CAC stage, discusses the influence of e-service flexibility on firm performance and an organization's internal flexibility supporting e-service flexibility, and argues that customer readiness has an important influence on firm performance as well.

The conceptual model of e-service flexibility and propositions need further empirical validation.

This paper should help managers identify the critical e-service flexibility that satisfies their customers and the core internal flexibility that supports flexible e-service. It should help managers consider customer limitations when developing e-service flexibility.

This research sets some theoretical and research foundation for future empirical studies. First, the research provides a conceptual definition of e-service flexibility in line with the CAC. Based on the definition, measurements of e-service flexibility in each stage of CAC could be developed and the e-service flexibility construct could be validated. Second, the conceptual model outlines the relationships between a company's internal flexibility, e-service flexibility, customer readiness, and firm performance. The theoretical model provides the foundation for empirically testing the influences of interactions between a company and their customers on firm performance.

The purpose of this paper is to assess how the study of consumer behavior can benefit from the presence of Big Data.

This paper offers a conceptual overview of potential opportunities and changes to the study of consumer behavior that Big Data will likely bring.

Big Data have the potential to further our understanding of each stage in the consumer decision-making process. While the field has traditionally moved forward using a priori theory followed by experimentation, it now seems that the nature of the feedback loop between theory and results may shift under the weight of Big Data.

A new data culture is now represented in marketing practice. The new group advocates inductive data mining and A/B testing rather than human intuition harnessed for deduction. The group brings with it interest in numerous secondary data sources. However, Big Data may be limited by poor quality, unrepresentativeness and volatility, among other problems.

Managers who need to understand consumer behavior will need a workforce with different skill sets than in the past, such as Big Data consumer analytics.

To the authors ' knowledge, this is one of the first articles to assess how the study of consumer behavior can evolve in the context of the Big Data revolution.

Considers the impact of defensive marketing on a firm’s competitive ability in the marketplace. Examines telecommunications as an important means through which many companies are creating several competitive advantages for themselves through a defensive marketing strategy. Defines defensive marketing in the context of its counterpart, offensive marketing. Discusses several competitive advantages resulting from defensive marketing and its use of telecommunications and provides case examples to support each identified competitive advantage. Examines several issues of concern which marketing managers should consider before undertaking a defensive marketing strategy using telecommunications technology. Highlights the importance of opening communication lines with the customer, using customer‐friendly technology to facilitate customer‐business communication, and the need for a balanced marketing strategy combining both defensive and offensive marketing strategies as major implications resulting from the discussion.