This study uses a scenario-based online survey to examine how service innovation failure may cause consumer avoidance behavior and impair the quality of the consumer–brand relationship. The results of structural equation modeling of 424 responses reveal that dysfunctional service behavior...

Over the recent decade, practitioners have engaged in creating and maintaining long-term connections with customers and regard customer loyalty as their ultimate goal in developing business strategies because of the increasing market competition. In order to explore the effectiveness of...