Abstract:In numerous countries around the world, it is popular for companies to offer company tours as part of their marketing communication strategies. Extant research has investigated such tours in business-to-business settings or considered them a kind of tourism. To date, limited empirical evidence has shed light on whether and how company tours, as a novel customer education tool, influence individual customers' probrand behaviors. With two field experiments, one covering the service context and the other involvin… Show more
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