Sajtos, Laszlo; Kreis, Henning; Brodie, Roderick - In: Journal of Service Theory and Practice 25 (2015) 1, pp. 51-74
Purpose – While service brands are conceptualised as being both the company’s presented brand and the customer’s relationship experience, most research to date has supported the central role of the latter over the former in creating customer value and developing loyalty. Studies supporting...