Bednall, David H.B.; Oppewal, Harmen; Laochumnanvanit, … - In: Journal of Services Marketing 32 (2018) 1, pp. 46-56
Purpose: This paper aims to discover how consumers process an innovative set of systematically varied service trial offers and how this affects their learning and interaction as precursors to customer engagement. Design/methodology/approach: The research uses experiments that manipulate...