Sharma, Piyush; Chen, Ivy S.N.; Luk, Sherriff T.K. - In: Journal of Services Marketing 26 (2012) 2, pp. 102-114
Purpose – Prior research exploring the relationships among sacrifice, service quality, value, satisfaction, and behavioral intentions in service evaluation models did not consider customer characteristics. This study aims to test the moderating effects of two demographic variables (i.e. gender...