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Established in 2010, Mellower Coffee has 40 exquisite chain stores and three branches, namely Mellower Coffee Sales, Mellower Business Management and Shanghai Mellower Roasting Factory. Positioned as a premium coffee brand in China, Mellower Coffee has realized the integrated operation and management of the whole industrial chain from raw coffee trade, roasting factory, coffee retail products, specialty coffee chain, office coffee to coffee academy. It has a vision to attract and cultivate more and more coffee lovers by constant innovation coffee culture promotion.

Shanghai ANE Logistics Co., Ltd., established on June 1, 2010, is a business of road part-load logistics for goods from 5 to 300 kilograms. Mr. Wang Yongjun and his management team have spent five consecutive years building ANE into the biggest part-load franchising network in China, and set up a brand new business model, through integration of traditional transport lines, part-load express network and information technology platform.

The concept of face has been deeply embedded in Chinese culture. This paper aims to examine the role of face in service failure and recovery encounters, and to explore the factors that influence customer emotions, recovery satisfaction and behavioral intention based on a proposed conceptual model.

The paper uses a scenario role‐play‐based experimental design to examine the proposed conceptual model in service failure and recovery encounters.

The results show that face plays an important role in service failure and recovery encounters. Specifically, it is found that the utilitarian recovery and symbolic recovery customers receive in the service recovery encounter can both influence customer face restoration, which in turn affects customer emotions, and behavioral intention on service recovery. Customer emotions are significantly correlated to customer recovery satisfaction.

The practical implications of this study are mainly two‐fold. First, service providers should pay attention to customers' perceptions of face during service encounters. They should also train their employees to treat all customers with utmost sincerity, which will help to enhance the positive emotional experience of customers. Second, the recovery offered by service providers should not be limited to utilitarian recovery. It has to take into account symbolic recovery as well.

This paper investigates the role of face in service recovery encounters and suggests that face significantly influences customer emotions and behavioral intention on service recovery, and customer emotions in turn significantly affect customer recovery satisfaction

The purpose of this paper is to examine how households’ engagement in concurrent business (CB), which is measured by the contribution of off-farm income to household income, affects the farm size–technical efficiency (TE) relationship in Northern China.

This paper applies a stochastic frontier analysis method to analyze data on 1,006 rural households collected from four major wheat-producing provinces in Northern China, adopting a translog specification for the underlying production function.

The analysis yields three findings. First, the farm size–TE relationship is inverted U-shaped for all CB engagement levels higher than 5 percent, and the most technically efficient farm size increases with the level of household CB engagement. Second, how TE varies with the level of CB engagement depends on farm size: an inverted-U relationship for relatively small farms (<10μ), a positive relationship for middle-size farms (10–20μ), and a negative relationship for large farms (>20μ). Finally, the overall TE score, 0.88, suggests that wheat output can be increased by 12 percent in Northern China if technical inefficiency were eliminated.

Unlike most previous studies that examine the impacts of farm size and households’ off-farm business involvement separately, this paper examines how these two factors interact with each other.