Customer stewardship behavior and stewardship fatigue: a conceptual framework

Purpose The purpose of this paper is threefold: first, to develop the concept of customer stewardship fatigue (CSF) in service marketing literature; second, to reveal three processes through which CSF arises; and third, to identify contextual resources that can accentuate or diminish the processes, thereby influencing the development of CSF in service employees. Design/methodology/approach This conceptual paper builds on the job-demand resource...