Achilleas Boukis

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• PhD
• Professor (Associate) at University of Birmingham

Given the increasing academic interest in in-home consumption and the fragmented, multidisciplinary scholarly knowledge in this area, this study provides a first systematic effort to review and organize the literature on in-home service consumption. Using a hybrid systematic review, combining bibliometric and framework-based literature reviews, we...

This study contributes to the nascent literature on luxury in the sharing economy by holistically examining new forms of luxury consumption, which includes the on-demand and the product-service economy, second-hand consumption, and co-ownership. Twenty-five depth interviews with consumers reveal that the concept of luxury is disrupted in these new...

Activist brands commonly engage in controversies to redefine which opinions and ideas are acceptable to express publicly. We conceptualize this practice as free speech boundary work. How can activist brands negotiate the boundaries of free speech to authenticate their activist positioning? By conducting a comparative case study of 18 activist brand...

Customer incivility toward frontline employees (FLEs) is a widespread phenomenon within tourism and hospitality industries, severely depleting the psychological resources of FLEs and delivered customer service. Drawing on the job demands-resources and conservation of resources frameworks, the current research compares the effects of the two most co...

This conceptual paper contributes to the nascent Web3 marketing stream via offering a novel typology of Non-Fungible Tokens (NFTs) as blockchain-enabled digital offerings. Grounded in a customer-centric approach to marketing strategy, our 2x2 typology suggests that NFTs vary in terms of the value on offer (i.e., value-in-use/value-in-exchange) and...

Call for papers - Engaging Industrial Customers with AI-Enabled Service Recovery Industrial Marketing Management

This work offers a firm perspective on the travel influencer (TI) literature by investigating how employees evaluate TI threat-framed requests. Drawing on three experimental studies with employees in the hotel industry, we provide insights into how they process and respond to different forms of TI requests. Study 1 shows that employees are less lik...

This work investigates customer responses to the tokenization of hotel loyalty programs. Drawing on self-enhancement theory, Study 1 investigates the effect of reward type (i.e. control vs tokenized reward) on customers’ perceptions of the reward (i.e. economic value, program attractiveness) and their behavioral intentions toward the hotel (i.e. sw...

This special issue points that cross-cultural perspectives should be taken into consideration when it comes to designing customer experiences among ethnically and culturally diverse consumer groups. We are interested in conceptual, empirical and methodological papers especially papers deploying multi-method studies that aim to advance our understan...

This study extends the nascent literature on luxury services and shared luxury by delving into how consumers are drawn to shared luxury services (SLS). Through a multigroup analysis on survey data from 803 consumers, we investigate whether diverse motivations affect consumers’ attitude and purchase intentions towards two different types of SLS refl...

This work is a first attempt to explain the phenomenon of customer threats and identify the individual and situational factors that drive this phenomenon in tourism and hospitality. Towards this goal, one qualitative and two quantitative studies are employed. Study 1 conceptualizes customer threats by uncovering two of the most common forms of verb...

Inclusivity fosters an environment where individuals from diverse backgrounds, with varying mindsets and ways of thinking, can collaborate effectively and perform to their highest potential to achieve their objectives (Patrick & Hollenbeck, 2021). Within organizations, a culture of inclusion ensures that every voice is valued and respected, embrace...

The rise of immaterial goods and services and immersive experiences along with the expansion of various metaverse platforms are expected to further aggravate the consequences that collaborative consumption brought forward (i.e. moving away from ownership towards access-based consumption and underutilized asset monetization). The transformation of e...

The exponential growth of the sharing economy has led to the emergence of new forms of luxury services and experiences challenging luxury’s DNA.. This growth in shared luxury services and experiences has resulted in the emergence of new consumer segments. In this research we aim to answer the following research question: who are these consumers and...

This work proposes identity theory as a novel theoretical lens for understanding frontline em-ployees' responses to customer incivility in tourism and hospitality. We advance pertinent research by demonstrating that customer incivility constitutes a dual identity threat (individual/collective threat) for frontline employees. Two experimental studie...

Given the scarce insights around the effectiveness of different storytelling strategies in the launch of new cryptocurrencies, this work, through four experimental studies, investigates the role of storytelling in Initial Coin Offerings. Through two experiments, this work draws on storytelling research and the crowdfunding literature to uncover the...

This conceptual paper aspires to provide a classification of non-fungible tokens (NFTs) based on the benefits that they deliver to their holders so that it helps firms and issuers understand the strategic options they have when they are about to enter the NFT market.

Given the scarce insights around the effectiveness of different brand communication strategies in Initial Coin Offerings (ICOs), this work, through four experimental studies, investigates the role of storytelling in affecting consumer responses to ICOs. Drawing on Elaboration Likelihood Model, study 1 uncovers the differential effect of two storyte...

This exploratory study uses a qualitative approach to understand consumer-based brand equity (CBBE) in the cryptocurrency context. Drawing on thirty-two semi-structured interviews with crypto users, findings reveal three main sources of CBBE for crypto brands. Also, we provide insights into the nature and features of blockchain technology and how i...

The present study adopts a qualitative approach to explore the nature and sources of consumer-based brand equity (CBBE) in the cryptocurrency market. Drawing on thirty-two semi-structured interviews with crypto investors in the UK, our findings reveal three main sources of CBBE for crypto brands (i.e. blockchain-based features, crypto brand identit...

The current work views customer incivility through the lens of identity threat literature and empirically assesses whether customer misbehaviour directed at different FLE identity levels generates differential FLE responses. Drawing from the identity threat literature and identity control theory, we draw on a sample of FLEs, through two experimenta...

This paper delves into consumer threat episodes and explores the nature, character, and dynamics of consumer threats towards FLEs and service firms. Through an exploratory approach, we draw on both sides of threat episodes in the hospitality and tourism industry. Our findings outline the notion of threat and its underlying dimensions as well as unc...

Responding to the inadequacies and fragmentation of the Internal Marketing (IM) literature, this paper delivers a systematic review and synthesis of IM research. Based on an analysis of 349 articles, this work maps the evolution of IM research and identifies four distinct periods and six aggregated dimensions of IM research as determinants of emplo...

Marshalling empirical insights from three empirical studies, this work unveils the heterogeneous nature of front-line employees’ (FLEs) corporate brand construals. Our insights contest corporate brand perspectives that assume employees respond to internal branding initiatives in a homogeneous manner. In Study 1, four types of FLEs’ corporate brand...

Echoing the fragmented knowledge in the internal marketing (IM) domain and the changing reality for service employees’ role in global marketplaces, this article aspires to provide a critical inquiry into the past, present, and future of the IM domain. This work delivers a critical overview of the grounds of IM work, to provide insights into the adv...

Customer mistreatment of frontline employees (FLEs) is a widespread phenomenon and is detrimental to employee well-being driving increased job stress, work withdrawal, and employee incivility (Wang et al. 2011). To date, research in this field has focused on exploring the antecedents and conditions that trigger customer mistreatment of FLEs, mappin...

Purpose This paper reports on the impact of perceived resource adequacy (PRA) and competence (PRC) on new service development (NSD) teams’ internal performance (IP). This study aims to explore the indirect effect of internal market orientation (IMO) adoption, as a dynamic capability, on both PRA and PRC through the shaping of the emerging dynamics...

This conceptual paper aspires to provide a theoretically sound understanding of the value creation process of a specific value network (i.e., firm-employee context). Drawing on service-logic and resource-based frameworks, a classification of four diverse resource types in an organizational context is introduced (i.e., core, augmented, add-on, perip...

In this paper, we study the role of temporal coordination in managing the early stages of innovation (aka fuzzy front-end) in the context of virtual teams. Following a comparative case study approach, we detail the role of temporal coordination through the study of two contrasting virtual teams—one with a 24-hour lifespan, and one with a five-month...

This study aspires to examine how customers respond to two forms of frontline employee deviance (i.e. customer-oriented deviance [COD] and customer-oriented misbehaviour [COM]) during a specific service exchange. Drawing on the conservation of resources theory, COD and COD are viewed as resources and demands of customer performance during their exc...

Purpose - This conceptual paper delves into the implications of blockchain technology adoption for brands and consumers. Drawing on existing branding literature and real-life applications of blockchain, the challenges, risks and opportunities from blockchain adoption for four important areas of the branding literature are canvassed (i.e. brand posi...

Customer mistreatment of frontline employees (FLEs) is a widespread phenomenon and is detrimental to employee wellbeing driving increased job stress, work withdrawal, and employee incivility. To date research in this field has focused on exploring the antecedents and conditions that trigger customer mistreatment of FLEs, mapping the reactions and c...

Purpose-This conceptual paper aspires to reexamine the nature, aim and scope of Internal Market Orientation (IMO) and introduce it as a value creation mechanism for the firm's internal market. A service-dominant logic (SDL)-based perspective of the IMO notion is advanced and the key steps and phases for value creation in the internal market are out...

The role of branding in a competitive global market arena has been predominantly established from contemporary marketers. Traditionally, branding activities had an important role in delivering the firm’s promise to consumers, reassuring them for the quality of the products purchased (Veloutsou and Moutinho 2009). The evolution of the marketing disc...

A wealth of research examines firm- or consumer-based brand equity but largely ignores internal stakeholders’ perceptions of the brand asset. The present study focuses on service employees who affect both internal (i.e. other employees) and external (i.e. customers) stakeholders through their interactions. The study draws on cognitive psychology an...

This paper adopts the Social Identity theory (SIT: Tajfel and Turner, 1979) to explore different modes of frontline employees’ identification with a corporate brand, and, subsequently, the differences of their cognitive and affective responses to human resources practices as part of internal branding. This paper is comprised of two studies. Study 1...

This study focuses on the notion of Perceived Service Complexity (PSC). PSC captures ‘the difficulty to assimilate the service delivery process, as perceived by frontline employees (FLEs)’ and is conceptualized through the development and validation of a multidimensional construct consisting of three factors (Task-Related, Customer-Derived, ‘Servic...

The purpose of this study is to investigate the negative service encounter by aiming to understand how and if the employee’s negative service encounter experience affects the customer being served following that negative encounter. This exploratory study expands the understanding of the complex and multidimensional phenomenon of service-encounter s...

The purpose of this study is to investigate the negative service encounter by aiming to understand how and if the employee’s negative service encounter experience affects the customer being served following that negative encounter. This exploratory study expands the understanding of the complex and multidimensional phenomenon of service-encounter s...

An important aspect of service employees’ performance is related to their ability to demonstrate brand-congruent behaviour, given that customers’ brand experience is a function of their encounter with them (Akdeniz & Calantone, 2015). An extensive amount of work in the area examines how frontline employees affect customers’ experience with the bran...

Purpose This study aims to explore how the adoption of internal market orientation (IMO) can enhance front-line employee brand enactment within an interpersonal service setting. Insights from equity theory and the person – environment paradigm are drawn upon to develop a theoretical model describing the impact of IMO on employee – organization fit...

This study introduces an individual-level perspective of internal branding and examines how intrapersonal variations among service employees shape their brand-related behaviour, departing from traditional internal branding frameworks which implicitly assume that all employees share homogeneous brand perceptions. Its main contribution lies on the id...

In this study existing streams of literature in services marketing and organizational behavior are integrated to derive a multilevel model that highlights the effect of employee job satisfaction on customer attitudes in a financial services context. This study of 183 bank employees and 604 customers demonstrated a significant effect of employee sat...

Although numerous studies emphasize the importance of servicescapes to company customers, its impact on employees remains unexplored. The purpose of this paper is to provide a conceptual framework suggesting the way servicescapes may enhance front-line employee extra-role performance. Moreover, this paper is the first to incorporate the person-job...

In this paper, we study the fuzzy front-end (FFE) of innovation in the context of temporary virtual project teams (VPTs). We argue that despite the importance of innovation for today’s organizations, and the prevalence of VPTs in most industries, there are no studies examining how the innovation process plays out in this context. We draw on two tem...

The management of innovation projects within organisations forms the focal point of this chapter. First, the role of various intra-organizational contingencies that affect innovation performance is addressed. Second, several appropriate management practices are identified which play an important role for innovation success. Third, various ways that...

This study advances current knowledge by examining how employee deviance and customer participation during a single employee-customer exchange generate favourable customer responses. This work bridges the employee deviance stream with the service encounter literature and illustrates the importance of equity theory in deviant service exchanges betwe...

The management of conflicts that emerge during new service development (NSD) has escaped the attention of scholars. Yet differing conflict management styles (CMS) of team members and dynamics within the team create a complex managerial challenge. Additionally, the broader literature on conflict resolution shows contradictory findings preventing a c...

While to date, the phenomena of employee deviance and customer citizenship behavior have overwhelmingly been studied in an isolated and disparate fashion. This empirical effort lays the ground for exploring the impact of employees’ deviant behavior under different conditions on repurchase intention, customer citizenship behavior (CCB) towards the c...

Scholars emphasize the role of front-line employees for customers’ experience with the brand, as they constitute the original source of brand equity for external stakeholders while their performance affects customer perceptions of the brand and brand equity (Baumgarth and Schmidt 2010). Current knowledge mostly captures individual brand-related ant...

This study integrates the resource-based view and the equity theory in order to provide the theoretical background of store manager’s impact on contact employees’ beahviours. We employ a hierarchical research design and draw evidence from both store managers and front-line employees in order to investigate whether manager’s IMO accounts for front-l...

This study adopts a multilevel research design in order to illustrate the importance of supervisor’s adoption of Internal Market Orientation (IMO) for shaping positive employee consequences. The equity theory and the fit theory are integrated so as to provide the theoretical background of the impact of IMO on employees’ fit with their organization...

This study integrates existing streams of literature in order to provide new academic insights regarding servicescapes’ and organizational climate’s perceptions impact on employees’ performance. Employee approach/avoidance behaviors towards their workplace are proposed to mediate these relationships and employee cognitive and emotional reactions to...

This study integrates the social identity, the social learning and the psychological contract perspective in order to explore branch manager’s role for diffusing internal market orientation philosophy across store employees in a retail banking context. As branch managers constitute the main linking pin between contact employees and top management,...

Purpose – The purpose of this study is to explore how the adoption of an internal marketing (IM) programme in a retail banking setting enhances some positive employee behaviours that promote customer perceived service quality. Design/methodology/approach – A multilevel research design is adopted which draws evidence from branch managers, employees...

This study integrates existing streams of literature in luxury and self-concept theory in order to provide evidence of the mediating role of self-concept discrepancy in the relationship between values and personal based motivation of luxury product consumers. This study is the first to focus on this topic providing evidence of the role of personal...

Existing streams of literature in service innovation and services marketing are integrated to propose a conceptual framework which describes specific team-related and interfunctional level antecedents of the fuzzy front-end (FFE) of the new service development process and discusses their role for enhancing FFE execution quality. In particular, the...

This study integrates the fit theory, the equity theory and the balance theory in order to investigate the role of internal market orientation (IMO) as a philosophy that can enhance front-line employee brand-supporting behaviour both directly and indirectly through increasing their fit with their different aspects of their environment. Furthermore,...

This study integrates the fit theory, the equity theory and the balance theory in order to investigate the role of internal market orientation (IMO) as a philosophy that can enhance front-line employee brand-supporting behaviour both directly and indirectly through increasing their fit with their different aspects of their environment. Furthermore,...

Purpose – The purpose of this paper is to integrate the fit theory and the equity theory in order to stress the importance of retail supervisor's IMO adoption for enhancing contact employees' fit with their environment and for shaping positive employee extra-role behaviours towards their firm and their supervisor. Design/methodology/approach – A h...

Purpose – The purpose of this paper is to examine the role of front line employee job satisfaction in customers ' behavioral intentions. Design/methodology/approach – Research design is nested with data collected from both first line employees and customers. Data are collected from multiple branches of a single bank to eliminate the possibility of...

Purpose – The purpose of this paper is to integrate existing streams of literature in service innovation and services marketing and adopt an internal perspective of the new service development (NSD) process by discussing the role of some intra‐organizational contingencies that determine NSD project performance. Design/methodology/approach – This p...

Purpose The aim of the present study is to theoretically elaborate the Service Blueprinting (SB) effectiveness concept and integrate it within a conceptual framework, with specific antecedents and the moderating role of two major service characteristics: complexity and divergence. Design/methodology/approach In order to validate the theoretical fr...