Purpose – The research seeks to extend the notions of utilitarian and hedonic value to account for outcomes of consumer service encounters. Design/methodology/approach – The research question is examined using a sample of Korean restaurant consumers who used a structured questionnaire to...

Purpose – This paper aims to address the generalizability of the services personality concept and to propose a way of operationalizing personality across service contexts, not just retail/services brands. Interpersonal services seem especially relevant for analyzing using the personality...