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The purpose of this study is to classify and assess the importance levels of the quality attributes of E‐S‐QUAL measurement scale, aiming to focus on the most important attributes to improve.

E‐S‐QUAL measurement scale is classified according to Kano's model and the relative importance levels of the E‐S‐QUAL quality attributes are revealed via analytical hierarchy process (AHP). The data of the study were gathered through a questionnaire, which consisted of four parts and was applied to 202 online shoppers in Izmir/Turkey.

Almost all of the quality attributes are placed under one‐dimensional category. Privacy dimension is found to be a high value‐added attribute, whereas the least important attributes are found to be within the efficiency dimension. None of the quality attributes of E‐S‐QUAL are regarded as attractive attributes.

This study is expected to attract the attention of practitioners on the most important quality attributes that affect customer satisfaction, which will help them reduce the time‐consuming and heavy efforts on improving the e‐service quality attributes that would not matter to the customers. The authors hold that the proposed evaluation of e‐service quality measurement scales, in general, provides an effective and operational procedure to assess customer perception toward the quality of online service; so that firms can achieve higher levels of customer satisfaction through increasing the level of quality of their online services

This study is expected to contribute to the literature, as being the primary study focusing on the classification of E‐S‐QUAL quality attributes through Kano's Model by determining the relative importance levels via AHP.

The purpose of this study is to analyze the mediating role of pre‐recovery emotions on the relationship between severity of service failure and post‐recovery positive and negative emotions and to examine the mediating role of justice perceptions on the interaction between pre‐recovery and post‐recovery emotions.

Quantitative data were collected in the form of questionnaire which was applied to 238 respondents. The respondents include the consumers who experienced a service failure followed by a service recovery. In this study, post‐recovery positive and negative emotions were dependent variables whereas severity of service failure, pre‐recovery emotions and three dimensions of justice perceptions were the other main variables. In line with this purpose, eight hypotheses aiming to clarify the relations among these variables were tested using correlation and hierarchical regression analysis.

The results suggest that post‐recovery negative emotions were affected by pre‐recovery emotions with the mediating role of distributive justice perceptions. The findings of this research reveal that dealing successfully with pre‐recovery emotions and integrating these emotions with favorable distributive justice perceptions have critical importance in mitigating the post‐recovery negative emotions.

During service recovery, service providers must concentrate on positive and negative emotions concurrently. Besides, managers also have to take pre‐recovery emotions into consideration and exert a special effort on distributive justice in order to decrease the intensity of post‐recovery negative emotions. Selection of recovery types, the effects of these on distributive justice perception and responding promptly to prevent pre‐recovery negative emotions are critically important for service providers.

This study differs by focusing on pre‐recovery and post‐recovery emotions within a holistic view, which recommends the service providers an alternative perspective for being more proactive.

The purpose of this paper is to investigate and compare the meanings, rituals, and the celebration context related to Holy Feasts and New Year, to determine consumption patterns of female consumers during these occasions and compare the results for urban and rural areas.

A qualitative research technique was followed and in‐depth interviews were chosen as data‐collection method. A total of 60 in‐depth interviews were held with females in urban and rural areas of Turkey and the respondents were selected according to Family Life Cycle (FLC) categories. Data were analyzed through content analysis.

The findings indicate that six meanings were associated with Holy Feasts and New Year. All meanings except for those which are neutral or negative are more intensely observed for Holy Feasts. Besides, rigidly ritualized Holy Feast celebrations were observed in rural areas whereas these consumers do not have deep inspirations to celebrate New Year. Urban consumers display westernized rituals specifically for New Year and it is also seen that consumption patterns differ for urban and rural consumers.

The generalization of findings is limited to the selected urban and rural areas. The second limitation lies in the fact that this exploratory study also makes a preliminary attempt to develop a deeper understanding for only two specific occasions.

The study has significant implications as to how the investigation of transformation and reinterpretation of meanings, rituals and consumption patterns offers an opportunity to identify the marketing strategies without disregarding the differences and similarities between urban and rural areas in the case of sacred and non‐sacred occasions which may also be a reference to analyze the secular‐religious tensions.

Assessing the changing natures of both sacred and Christian oriented non‐sacred occasions in Turkey as a hybrid society, emphasizing the similarities and differences in urban and rural areas and generating suggestions for marketing practitioners by analyzing the consumption tendencies constitute the originality of this study.