I recently enjoyed an article titled “As They Sow, So Shall They Reap: Customers’ Influence on Customer Satisfaction at the Customer Interface” authored by Ruth M. Stock and Marei Bednarek in the Journal of the Academy of Marketing Sciences, October 2013 issue. The title of this article intrigued me not only because it was catchy, but because I try to read every article I run across that deals with the customer experience. The premise of the article is....