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Many retail chains believe that the personal service encounter is the solution to declining sales figures. Via a large-scale study of Swedish fashion consumers, we demonstrate, that this may not necessarily be the case. We argue that retailers can potentially save money and convert more customers by providing a more automated journey, which includes self-service technologies, for some customers, a

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Models of service encounters are often fraught by reductionism, describing business relationships as mathematical combinations of dyadic constellations. Metaphors of ideal social relationships (marriages or friendships) are highlighted to stress normative aspects of equal, balanced and long-term business partnerships. However, these approaches are limited in their analytical sensitivity, as they c

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Globally, Sweden is often perceived as a relatively equal society. Swedish citizens pay significant amount of taxes and taxation on income is progressive. In addition, it is an explicit task of Swedish social services nationwide to counteract inequality and serve as a “last resort” for the country’s most vulnerable people. Social services are publicly funded, and support from the social services a