Abstract
We capture the theoretical and practical essence of the thoughts by Key, Clark, Ferrell, Stewart, and Pitt (AMS Review, 2020) on marketing’s value propositions by creating an integrative satisfaction-focused exit-voice-loyalty theory. The potpourri of thoughts by Key et al. (2020) in this issue of AMS Review–centered mainly on marketing’s value propositions within the broader business academy (and practice)–lend themselves to a focus on the value propositions, dynamics, and relationships between customers and firms. With the customer-firm exchange as the lens, marketing’s value propositions are effectively brought out via the development of the satisfaction-focused exit-voice-loyalty theory (SEVL theory).
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