Liao, Shuling; Chou, Cindy Yunhsin; Lin, Tzu-Han - In: Journal of Business Research 68 (2015) 4, pp. 834-839
This study uses a scenario-based online survey to examine how service innovation failure may cause consumer avoidance behavior and impair the quality of the consumer–brand relationship. The results of structural equation modeling of 424 responses reveal that dysfunctional service behavior...