Prof. A. Parasuraman

Parasuraman, A., Ball, J., Aksoy, L., Keiningham, T. L., & Zaki, M. (2020). More than a feeling? Toward a theory of customer delight. Journal of Service Management. Abstract: Purpose – Responding to an increasing call for a more comprehensive conceptualization of customer delight, the purpose of this paper is to expand the theory of customer … Read more

Parasuraman, A. (2020). On repositioning customer support services: some food for further thought. European Journal of Marketing. Abstract: The framework proposed by Sheth et al. (2020) (hereafter SJA) for repositioning customer support services (CSS) is a timely and thought-provoking contribution to the extant literature. The need for a change in the corporate mindset and direction … Read more

Noble, S. M., Mende, M., Grewal, D., & Parasuraman, A. (2022). Journal of Retailing. Abstract: This manuscript draws attention to the dawn of the Fifth Industrial Revolution (5IR) and highlights its potential for addressing a host of issues within retail and service domains. With a retailing and service perspective, the authors outline the meaning of … Read more