In the present research, we examined whether emotional responses determine price fairness perceptions and resulting behaviours. The relationships among negative emotional response, price fairness perception, self-protective behaviour, and negative word-of-mouth were hypothesized and empirically investigated. Furthermore, the moderating role of moral foundation was addressed and tested. Results indicated that there is a strong relationship between negative emotions and price fairness perceptions. While the latter had no significant effect on self-protective behaviour, it had a noticeable one on negative word-of-mouth. There was also a significant positive relationship between the two types of behaviours, where self-protective behaviour positively influenced negative word-of-mouth. Furthermore, the relationship between price fairness and negative word-of-mouth was significantly greater among respondents who scored higher on the moral foundation scale. Such results indicate that behaviour of those with a higher moral foundation appears to rely more on price fairness, while the behaviour of the second group (respondents with lower moral foundation scores) is determined primarily by emotional response. Our research contributes to the knowledge of consumer behaviour by providing an insight into different customer reactions regarding what they perceive to be unfair prices.

Perceived service quality is a well-researched concept in the marketing literature. Several measurement scales have been proposed, including for banking services, but most apply to the physical service environment. On the other hand, there is a lack of instruments available to measure the quality of banking services in a digital environment. Nowadays, especially pushed by the COVID-19 situation and sustainable development goals promoted by the United Nations, digitalization of services is a new normal. It is often perceived as a green banking practice and a prerequisite to contribute to the SDGs and environment per se. The purpose of this paper is to develop and validate a perceived quality scale of e-banking services. The proposed measurement model was tested on a convenience sample of 335 respondents from Slovenia and Croatia via web-based questionnaires. Content validity, construct validity, dimensionality, and discriminant validity were assessed with EFA and CFA. The results prove that the instrument is appropriate for measuring the perceived quality of e-banking services. It measures six dimensions: efficiency, availability, contact, design, security, and fulfillment. Additional group analysis shows that the scale applies to different cultural contexts. The main limitation of the research is that the instrument measures only the perceived quality of e-banking services provided through online channels. The main theoretical and managerial implications are also discussed.

This case study examines the application of new product development (NPD) methodologies within the mobile application industry, focusing on the Queue app – a platform designed for social content discovery and sharing among movie and TV show enthusiasts. Despite initial success, the app encountered challenges in user engagement, social interaction, and retention. The study details the iterative process undertaken by the product team, guided by the NPD principles, to identify, prototype, and implement a new feature, ˈSwipe with Friends.ˈ This feature was designed to address the identified issues by transforming content selection into an interactive and social experience, ultimately leading to significant improvements in user metrics. The case provides insights into how theoretical frameworks in NPD can be practically applied to enhance user engagement and retention in a highly competitive digital landscape.

This case study examines how Company X, a large international B2B organisation, handles customer complaints through a tiered support structure and cross-department coordination. While most complaints are ultimately resolved, case evidence suggests that outcomes are strongly influenced by the time to resolution. Using a portfolio of 50 complaint cases, service-level time standards, and post-case customer feedback, students are asked to diagnose where and why cases stall. The case highlights a managerial decision: which important lever the support team should prioritise first to reduce resolution time and protect customer satisfaction: enhancing intake quality and routing, standardising workflow execution and ownership rules across tiers, or strengthening customer communication and expectation management during delays. The case is suitable for undergraduate and graduate courses in services marketing, consumer behaviour, and customer experience, and it supports discussion of service recovery, fairness perceptions, cross-departmental coordination, and performance measurement.

As retail companies expand their presence across multiple channels, they face the crucial question of whether to offer uniform pricing for their products across all channels or implement some form of price differentiation strategy. While there are arguments for both approaches, there is a lack of research on how consumers perceive such pricing strategies. The present study investigates the influence of perceived price unfairness on consumer complaint behaviour and the effect of the interaction between the place of purchase and the place of the reference transaction on this relationship. We conducted a scenario-based experiment involving 190 participants with a 2 × 2 factorial design. We analysed the data using the PLS method, by applying the MIMIC approach. Our findings suggest that consumers’ perception of price unfairness is not affected by the interaction of the place of purchase and the place of reference transaction. However, the context may play a role in determining whether consumers will seek sanctions against the “unfair” providers. We discuss the theoretical and managerial implications of our findings.

Praktikum je namenjen študentom prvega letnika dodiplomskega študija na Ekonomsko-poslovni fakulteti za delo pri vajah predmeta Osnove marketinga in se uporablja kot dopolnilo k drugi izdaji monografije Marketing – Temeljni koncepti in njihova uporaba v digitalnem okolju. Praktikum zajema 10 poglavij in zajema naslednja osnovna področja marketinga: opredelitev marketinga, marketinško okolje, temeljni marketinški koncepti, spoznavanje odjemalcev, raziskave za potrebe marketinga, načrtovanje strategij marketinga, izdelek, cena, marketinške poti in marketinško komuniciranje. Vsako poglavje sledi enaki strukturi: študijski primer, vprašanja iz primera, vprašanja za utrjevanje in vaje za utrjevanje, ki so namenjene poglobljenemu razmisleku o obravnavni temi.