Prugsamatz, Sunita; Heaney, Joo-Gim; Alpert, Frank - In: Journal of Marketing for Higher Education 17 (2006) 1, pp. 17-47
<title>ABSTRACT</title> Understanding what consumers expect from a service provider prior to consumption is necessary for marketers because expectations provide a standard of comparison against which consumers judge the performance of that service provider. This study is an in-depth investigation into...